The international digital communications group Aegis Media has entered the Russian market with its online ad buying system based on the real-time bidding (RTB) technology. The group expects to become one of the leading providers in this segment of online ad sales, business daily Vedomosti.ru reported last week.
In the RTB model, an automated auction takes place between several advertisers every time a visitor accesses the website, while the requested page is being loaded. As a result, in contrast with traditional ad sales, the advertiser does not pay for the mere placement of their ads are placed, but for the audience to see them.
The very essence of RTB suggests that establishing partnerships with most popular web destinations and receiving basic information about the users of those sites is a key to success in this segment. At the moment, Aegis Media has an agreement in place with Google and indicated it is negotiating terms with Yandex.
However, the group is not the only RTB advertising player setting its sights on the Russian market. “Rumors have it that several dozen Russian platforms are requesting access to integrate with Google RTB inventory, so we may see a faster growth curve when the market heats up near the end of the year or next year,” said Bas Godska, an online advertising expert and the Managing Director for Russia and the CIS at Mythings, in an exchange with East-West Digital News.
Andrey Chernyshov of Aegis Media told Vedomosti.ru that by 2015 real-time bidding will account for no less than 15% of banner ads in the Russian Internet, although its share is currently about 1–2%.
The news from Aegis Media comes just one week after another player on the RTB market in Russia, the startup CPAExchange, attracted an undisclosed amount of funding from the Prostor Capital fund.
