There is a new brand entering the market which specializes in buying advertising in the Real-Time Bidding (RTB) model – RTB House. The creation of this company is a result of dynamic development of the team working in RTB as part of the AdPilot Group, which managed to acquire hundreds of clients on 26 markets in Europe, Asia, and northern Africa.
RTB House, as one of very few companies in the world, developed and implemented its own technology for purchasing adverts in the Real-Time Bidding (RTB) model. RTB is a system in which users take part in auctions for advertising space in real time. Considering the fact that each advertising display is auctioned independently and decisions are made in a matter of milliseconds, RTB platforms are often compared to modern systems utilized by the financial markets, in terms of their complexity. RTB House solutions involve: a platform and algorithms which allow for participation in auctions of advertising space in real time (DSP) as well as tools for optimization, recommendation, and a dynamic creation of advertising creatives online. For its clients, RTB House executes campaigns based on personalized retargeting, which carefully selects the advertising content to the profile of an internet user. The company is ran and operated by: Robert Dyczkowski, who serves as CEO, Bartłomiej Romański, responsible for the technological aspects, and Daniel Surmacz, who is in charge of business operations.
As is pointed out by Daniel Surmacz, responsible for business development, those months of intense work has resulted in the creation of a specialized team which is ready for further organic evolution. – In less than a year we hired over 70 people and we are constantly recruiting new talent in the IT and business departments. We’ve also acquired hundreds of clients around the world. We’ve decided that this is the perfect time to become more independent and thus we’ve created our own brand – while relying on the experience and knowledge of the team previously responsible for RTB in the AdPilot Group – the team will work on solutions tailor-made for the dynamically evolving needs of companies operating online – adds Surmacz.
RTB House is currently running nearly 350 advertising campaigns. The company operates on 26 markets in Europe, Asia, and northern Africa, including, inter alia, in Poland, France, Germany, Russia, Bulgaria, the Check Republic, Sweden, Spain, Turkey, Morocco, as well as the Netherlands.
– In a short time, we’ve reached the status of one of the leading companies in the RTB industry in Poland and Central and Eastern Europe. We are also working hard to spread our reach further into Western Europe. In the nearest future, we will focus on developing solutions dedicated to sectors of the market other than e-commerce, which we will present to our Polish and foreign clients. We want to show that personalized retargeting can bring about profit to advertisers in every industry – summarizes Robert Dyczkowski, the CEO of RTB House.
According to eMarketer forecasts, this year’s value of ads sold through RTB in the US will reach USD 3.34 bn., and their share in the entire display ads market – 19 per cent. It is further projected that in 2017 it will account to as much as USD 8.69 bn. and 29 per cent, respectively (www.emarketer.com).