Perhaps the hottest trend to hit the industry in the last ten years, programmatic buying and real-time bidding (RTB) represents the link between the analytical power of “big data” and the dynamic nature of online advertising. Using this technology, advertisers have the ability to reach a wider variety of websites based on the characteristics of the site and visitor, all in a matter of milliseconds. We have invested heavily in the development of our technology and reach over the past several years, and our RTB division now has the ability to act upon more than 150,000 requests per second. This allows advertisers to leverage Chitika’s first party network of over 300,000 publishers to extend their search strategy and buying through display.
At the onset, Chitika’s goal was to have the ability to offer our key partners increased reach and efficiency for their online ad campaigns. Relationships with large industry players like Yahoo!, SuperMedia and HomeAdvisor, among others, are part of the reason Chitika is one of the largest online advertising networks, serving billions of ads every month. By working directly with our partners, we used our long-standing experience in data engineering, analytics, and optimization to build programs which can uniquely fit their needs for monetization and exposure.
“We were essentially going to our advertisers saying ‘Guys, we can do exactly what we are doing in our network for you, but we could amplify that across essentially the entire ad supported Web and really find the people you are looking to target,’” said Michael Ouellette, Chitika’s Head of Real Time Trading Desk Division.
Locking Down the Back End
Despite our expertise in the intricacies of online advertising logistics and monetization, taking advantage of programmatic buying inherently involves plugging into RTB networks. To help broaden our potential supply and options in the marketplace, we forged direct relationships with several RTB trading desks like OpenX, who recently featured our partnership in a case study located on their website.
As we’ve grown this sector within our business, we’ve seen some tremendous successes. Revenue for some of our largest campaigns have jumped hundreds of percentage points, and by pointing to these results, we’ve been able to expand existing partnerships while developing new ones. Additionally, Chitika’s constant work refining the system has made it more versatile and ready for an even larger role in the network overall. We’re understandably excited about our progress, but it’s not even the tip of the iceberg.
For more information on Chitika’s programmatic buying initiatives visit: chitika.com/rtb