Real Time Bidding™ (RTB)
Initial Coin Offering (ICO) and
Initial License Offering (ILO)
We are not in a quest to reinvent the wheel…..we are the ones that invented it!
PRICE SETTER ®
HOME OF THE ORIGINAL REAL TIME BIDDING™
FOR DIGITAL ADVERTISING AND DYNAMIC PRICING
The most outstanding advance in mobile advertising and dynamic pricing for mobile shopping in recent years has been the growth of Real Time Bidding (RTB)……..we invented Real Time Bidding back in the year 2005!
We present to you the Price Setter RTB Intellectual Property Initiative or Initial License Offering (ILO) – a block-chain RTB patent licensing program for digital advertising and dynamic pricing for mobile shopping participants as part of our Initial Coin Offering (ICO) for the redirection of the digital advertising Real Time Bidding (RTB) supply chain back to the way it was originally intended to be.
On the digital advertising side, the original digital advertising Real Time Bidding or RTB concept through the years gave rise to numerous derivative platforms such as Programmatic Advertising, Header Bidding an several others, these platforms however, instead of improving the original RTB concept they have given room to the creation of a myriad of intermediary players that are causing more harm than good and have led to a dysfunctional RTB supply chain. At the same time they have created an innumerable amount of supplemental technologies intended to cure the dysfunction but have failed. All of these technologies are based on the same core principle of the original Real Time Bidding (RTB) concept patented by Price Setter’s founders.
Price Setter is committed to redirecting the course RTB has taken on the digital advertising side during the last few years by implementing mechanisms that deliver a consistent, seamless, add-dollar centric, fraud free experience and efficiency across all RTB supply chain channels. In addition Price Setter wants to grant free RTB patent licenses to the first 1,000 publishers, to the first 8 ad exchanges and/or SSP’s and to the first 50 advertising agencies that contribute to our ICO. The purpose of the Intellectual Property Initiative is not only to assure compliance with patent law but also to protect license holders from non-practicing entities (NPE’s) retroactively to the year 2005. Once the free RTB patent licenses are exhausted RTB patent licenses could be purchased though our Initial License Offering (ILO) (Details to be provided at a later date).
Price Setter’s patent portfolio includes Patent No. 8,533,097 (the parent patent) – No. 8,655,771 (the shopping patent) – 9,892,445 (the RTB patent for shopping and advertising) – No. 10,019,745 (the RTB networks patent) – No. 10,360,608 which will be issued on 7/23/2019 ( the smart phone and tablet patent) and other unpublished patents pending. The free RTB licenses to be issued during ICO only cover RTB patent No. 9,892,445. The rest of the patent licenses will be available for purchase using RTB tokens at a later date during ILO. For additional information on patents please refer to our white paper.
To develop and deploy with the cooperation of existing ad exchanges and/or SSP’s, and shopping marketplaces, a unified hybrid platform comprising a master RTB data base to conduct real time bidding/pricing/discounting transactions implementing the patented Price Setter concept of the “Transaction Arbiter” system and method. Advertising agencies or other selected demand side participants and shopping marketplaces will be able to store and maintain bidding/pricing/discounting data, bidding/pricing/discounting functions and bidding/pricing/discounting parameters on behalf of the advertisers or providers they represent.
The various partner ad exchanges and/or SSP’s and shopping marketplaces will integrate with the master RTB data base via data base clones so bid/price/discount transactions can take place with minimal latency. By merging existing ad exchanges and/or SSP’s and shopping marketplaces they will be given equal opportunity to share the information and bidding/pricing/discount parameters of millions of advertisers and providers and run transactions based on one or more of pre-assigned categories, filtered query categories, by location, by user options, by their specialized technologies, by other predetermined parameters or simply ad calls will be routed to them in a rotating basis; this method will not only give equal access to partner ad exchanges and/or SSP’s and shopping marketplaces but will also minimize Real Time Bidding latency.
The new hybrid platform will also reduce ad fraud, increase accountability and transparency on how the ad dollar is distributed.
On the advertising side, the digital ad ecosystem has an enormous problem and is in desperate need of a correction. Statistics show that publishers only get approximately 30% to 50% of what advertisers pay for an ad, the rest is consumed by those “making the market”. In addition, billions of ad dollars are lost each year through click fraud, bid caching, , arbitrage and other fraud schemes.
Many bad actors on the supply chain do not want to fight ad fraud because that would reduce their own revenues by as much as 30%. It is estimated that 1 in 5 ad serving websites and apps are visited exclusively by fraud bots. The Verge
Today, advertisers may deal with more than 20 intermediaries – agencies, trade desks, DSP’s, ad exchanges, data management platforms and SSP’s, there is no clear way to calculate exactly how the ad dollar is distributed.
A streamlined and consolidated supply chain is an approach that brings coherence to the complexity and fragmentation that now characterizes the flow of advertising dollars. Specifically a streamlined and consolidated supply chain refers to the process of aligning and implementing mechanisms to deliver a consistent seamless, ad-dollar centric experience and efficiency across all supply chain channels.
The solution lies in the key shift from a culture of competition among the demand side participants to a culture of collaboration, and with increase collaboration comes increased organizational consolidation. Now, do not take this wrong, competition is our game but the existing supply chain methodology is helping competing intermediaries and hurting advertisers and publishers who are the ones that make the digital ecosystem exist.
Price Setter's Blockchain
Block chains by nature are relatively slow for processing Real Time transactions so Price Setter is only using a block chain to process transactions that do not require to be performed in real time such as the issuance and payment of patent licenses and processing, payment of SSL certificates and Master RTB data base storage of advertisers’ bidding/pricing/discounting parameters using Price Setter’s RTB utility tokens.
WHAT ARE UTILITY TOKENS
Utility tokens are used for Initial Coin Offerings (ICO). A utility token ICO company issues a certain number of tokens that are sold to the community (mostly in several rounds for different prices). The owners of the tokens are granted a specific right in the usage of the company’s products or services. This approach helps a company to gain funding without loosing its independence.
WHY INVEST IN PRICE SETTER'S UTILITY TOKENS
Token holders will have multiple options for using RTB tokens, such as to use them to pay for patent licensing fees. For advertisers and providers to use them to pay for the storage of their bidding/pricing/discounting parameters in the RTB master data base. For publishers to pay SSL certificate and other fees.
MASTER RTB DATA BASE AND CLONE RTB DATA BASES
Price Setter will be the host of a Master RTB data base. Clone RTB data bases will be linked to the Master RTB data base for partner ad exchanges and/or SSP’s and shopping marketplaces to access and interact with.
MASTER HYBRID PLATFORM
Price Setter’s Master Hybrid Platform will host a Master RTB database. Millions of advertisers and providers will be able to store and maintain their bidding/pricing/discount data, biding/pricing/discounting functions and bidding/pricing/discounting parameters in the Master RTB data base via their representing intermediaries). Clone RTB databases will be created by and integrated with individual partner intermediaries, ad exchanges and/or Supply Side Platforms (SSP’s).
Publishers will also integrate with Price Setter’s Master Hybrid Platform and store and maintain their data there.
All RTB transactions will take place via clone data bases and ultimately processed via Price Setter’s Master Hybrid Platform. This unique feature will facilitate the integration of millions of providers, advertisers and publishers which can equally be accessed by partner intermediaries, ad exchanges and/or (SSP’s) and shopping marketplaces.
By reversing the existing supply chain structure on the advertising side from multiple ad exchanges and multiple DSP’s interacting with multiple segregated RTB data bases, to a new central Master Hybrid Platform and a Master RTB data base every team player wins.
Say goodbye to high latency programmatic waterfalls and high latency header bidding multiple simultaneous auctions. Say hello to the soon to be broadest, most efficient, lowest latency, true RTB Master Hybrid Ad Platform with the largest advertiser and publisher’s RTB data base.
- Real Time Bidding latency
- Use of programmatic waterfalls
- Use of header bidding and simultaneous auctions through multiple ad exchanges
- User data abuse bot clicking fraud
- Intermediary commission
- Treats from non-practicing patent assertion entities
- Fraud deterrence
- Ad dollar paid to publishers (80% to 90%) of bid amount
- Ad targeting accuracy
- Number of participant publishers and advertisers
- Elimination of intermediaries between publishers and advertisers
- Number of advertisers in the RTB data base
- Bid amount
HOW AN AD WOULD IDEALLY BE SERVED WITH REAL TIME BIDDING
The video on the right is provided by the iab and describes how the Real Time Bidding process would ideally take place but it does not due to the existence of many intermediaries
Learn the back-end process of how a targeted ad is served to you from your computer, through the multifaceted pipeline of the digital advertising ecosystem.
AN EXAMPLE ON HOW MANY INTERMEDIARIES PARTICIPATE IN A PROGRAMATIC ENVIRONMENT CREATING A DYSFUNCTIONAL DIGITAL AD AUCTION.
The video on the right depicts the dysfunction now predominant in the existing digital ad ecosystem
PRODUCTS AND SERVICES
FREE PATENT LICENSES
Free RTB patent licenses for the first 1,000 publishers, for the first 8 ad exchanges or SSP’s and for the first 50 Demand Side Participants that request it. After that, patents could be purchased with RTB tokens through our Initial License Offering (ILO)(Details to be provided at a later date). Only licensed entities will be able to interact with others.
After having obtained a patent license, publishers will be issued SSL certificates to be embedded and displayed on their apps or websites to prove compliance with Price Setter’s protocol and patent license. Only publishers displaying the SSL certificate will be able to interact with partner ad exchanges and advertisers.
STREAMLINED PAYMENT MECHANISM FOR PUBLISHERS
Publishers will receive from advertisers via the Master Hybrid Platform 80% to 90% of the bid amount for each RTB transaction after deducting a commission to partnering ad exchanges for Real Time Bidding processing, instead of the 30% to 50% they are now receiving. Advertisers will pay to their Demand Side intermediaries (if any) directly
MASTER HYBRID PLATFORM
Partner intermediaries and ad exchanges will be able to integrate with Price Setter Master Hybrid Platform and share advertisers’s/providers parameters and functions stored in the master RTB data base via cloned RTB data bases. Ad agencies, ad networks and DSP’s will be able to store advertiser’s bidding parameters in to the master RTB data base for all ad exchanges to access.
THE INITIAL COIN OFFERING (ICO)
DEVELOPMENT AND OPERATIONS 65% –
MARKETING AND COMMUNITY OUTREACH 15% –
LEGAL 10% –
FOUNDERS 10% –
– DISTRIBUTION TO COMMUNITY 65%
– TEAM AND ADVISERS 16%
– RESERVE 16%
– BOUNTY 3%
GENERAL RTB TOKEN SALE PARAMETERS
TOTAL EMISSIONS: 23,000,000
TOTAL AMOUNT TO BE SOLD: 65% of total token issuance or 14,950,000 RTB
MAIN SALE: 14,950,000 RTB at $1 USD or $14,950,000 USD or their equivalent of ETH at the time of sale
HARD CAP: $14,950,000 USD or their equivalent in ETH at the time of sale
ACCEPTED CURRENCY: ETHEREUM
ICO TOKEN PRICE: 1 RTB = $1 USD or their equivalent of ETH at the time of sale.
There is no Private sale scheduled at this time. Price Setter may use own funds.
Price Setter will announce when the initial fund target has been reached.
Main sale begins after initial fund target has been reached. Phase I of the platform development begins
Main sale ends
Main sale ends 3 months after it begins
Platform development Phase II begins right after completion of ICO
MAIN RTB TOKEN SALE F.A.Q.
Q: What is the main RTB token sale?
A: The main RTB token sale is when the majority of the RTB tokens are offered for sale to the public.
Q: When will the main token sale take place?
A; Once Price Setter’s fund of $3,500,000 has been obtained the main RTB token sale will be announced and will last 3 months.
Q: Who can participate in the main sale?
A: The main sale is open to the public, any one can participate but participation will be whitelisted. Instructions for becoming white listed will be posted on this site at a later date.
Q: What if not all RTB tokens are sold at the main token sale?
A: If the hard cap is not reached by the end of the main token sale then all unsold tokens will expire.
Q: When will the tokens be distributed?
A: No later than 30 days after the main sale ends.
MAIN RTB TOKEN SALE PARAMETERS
Main sale dates: Starts right after an initial fund of $3,500,000 has been obtained by Price Setter management and ends 3 months later
Sales volume on main sale: 12,500,000 RTB
Hard cap on main sale: 12,500,000 USD or equivalent in ETH at the tie of sale
Price on main sale: 1 RTB= $1 USD or equivalent in ETH at the time of sale
Minimum buying transaction: 10 ETH
Maximum buying transaction: Unlimited
Jorge A. Maass – Founder holds a bachelors degree in Architecture and has held multiple design and construction management positions in prestigious International projects in Asia, the Middle East and the United States; he has managed the development of the Price Setter platform since day one. Jorge has also managed the development and prosecution of the entire patent portfolio with the assistance of various patent attorney firms.
Jorge Maass – Co-founder is a graduate of the University of North Texas and holds a bachelors degree in Business Administration with an emphasis in Marketing and Advertising.