HOME OF THE ORIGINAL REAL-TIME BIDDING® (RTB) MANAGEMENT SERVICES FOR DYNAMIC PRICING AND MOBILE DIGITAL ADVERTISING ALSO KNOWN AS OpenRTB®
The most outstanding advance in dynamic pricing and mobile digital 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 OpenRTB® Clearinghouse value proposition for the redirection of the mobile digital advertising Real Time Bidding supply chain.
The original mobile digital advertising Real-Time Bidding concept has given rise to numerous derivative technologies such as Programmatic Bidding, Header Bidding, Ad Managers, Mediation platforms an several others; these technologies and their implementers however, instead of improving the original 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 supply chain.
Price Setter is committed to redirecting the course RTB has taken in recent years on the digital advertising side by implementing mechanisms that deliver a consistent, seamless, add-dollar centric, user privacy centric, fraud free experience and efficiency across all channels to promote user privacy by default and a trustworthy supply chain in the form of a unified Clearinghouse.
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 ( the smart phone and tablet patent) – No. 11,416,903 (the smart mobile device Operating Systems patent) – No. 11,494, 819 (the mobile application and mobile browser patent) – Application No. 17/951,247 (the SoC System on a Chip patent application) and other unpublished patents pending.
To develop and deploy with the cooperation of existing digital advertising participants a unified clearinghouse comprising a master RTB data base to manage real-time bidding® transactions implementing Price Setter’s patented “Transaction Arbiter” system and method. Advertising agencies and other demand side participants will be able to store and maintain bidding data on behalf of the advertisers/providers they represent.
The various partner digital advertising participants will integrate with the OpenRTB® Clearinghouse via distributed data base clones so bidding transactions can take place with minimal latency. By merging existing digital advertising participants they will be given equal opportunity to share the information and bidding parameters of millions of advertisers/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 digital advertising participants but will also enable advertisers/providers to compete simultaneously in unified auctions.
The new OpenRTB® Clearinghouse will also safeguard user information, reduce ad fraud, increase accountability and transparency on how the ad dollar is distributed.
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 , monopolies 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. 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 digital advertising 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
The OpenRTB® Clearinghouse 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 digital advertising participants, to access and interact with.
- Real Time Bidding® latency
- Use of programmatic waterfalls
- Use of header bidding and simultaneous auctions through multiple ad exchanges
- Eliminates monopolies
- User data abuse
- Bot clicking fraud
- Intermediary commission
- Exposure of User’s privacy
- Fraud deterrence
- User data protection
- Ad dollar paid to publishers (80% to 95%) 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 and the absence of a clearinghouse.
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 due to the lack of a clearinghouse
WHO WOULD BENEFIT
Price Setter’s RTB patent is a Standard Essential Patent (SEP) and covers the Interactive Advertising Bureau’s standards.
By obtaining a patent license, app developers will be able to earn 80%-95% of the wining bids instead of the 30%-50% they are getting now.
INTERACTIVE ADVERTISING BUREAU MEMBERS
Patent licenses will be issued to all Real-Time Bidding® supply chain participants members of the Interactive Advertising Bureau.
Partner intermediaries and ad exchanges will be able to integrate with Price Setter’s Master Clearinghouse and share advertisers’s/providers parameters and functions stored in the master RTB data base via cloned RTB data bases.
By having their bidding data and bidding parameters stored in Price Setter’s master data base, advertisers will be able to participate in all auctions without having to worry whether they would be selected or not via inefficient programmatic waterfalls or header bidding auctions.
Using Price Setter’s Clearinghouse advertisers will bypass many redundant intermediaries and their commissions and get a better ROI.
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.