PRICE SETTER ®
HOME OF THE ORIGINAL REAL-TIME BIDDING
FOR DYNAMIC PRICING AND DIGITAL ADVERTISING
The most outstanding advance in dynamic pricing and mobile advertising 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 Value Proposition, a Standard Essential Patent (SEP) licensing program for dynamic pricing shopping and digital advertising and the redirection of the digital advertising Real Time Bidding (RTB) supply chain.
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 issue Standard Essential Patent licenses to all members of the Interactive Advertising Bureau (iab) and their partners and associates .
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RTB networks patent) – No. 10,360,608 which will be issued on 7/23/2019 ( the smart phone and tablet patent) and other unpublished patents pending.
To develop and deploy with the cooperation of existing ad exchanges and/or shopping marketplaces, a unified 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 and other demand side participants and shopping marketplaces will be able to store and maintain in the Master RTB data base bidding/pricing/discounting data on behalf of the advertisers or providers they represent.
The various partner ad exchanges 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 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 their own specialized technologies, filtered query categories, by location, by user options or by other predetermined parameters ; this method will not only give equal access to partner ad exchanges and shopping marketplaces but will also minimize Real Time Bidding latency.
The new 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 digital advertising 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 the game here 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.
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 shopping marketplaces to access and interact with.
A NEW PLATFORM
The new 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 in the Master RTB data base via their representing intermediaries). Clone RTB databases will be created by and integrated with individual partner intermediaries.
All RTB transactions will take place via clone data bases. 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 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
- Exposure of User’s privacy
- 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
RTB patent licenses will be issued to all iab members and their associates on a Fair Reasonable And Non Discriminatory (FRAND) basis.
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 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 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.
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.