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prefer they put the names of the SSPs they use BidSwitch to connect to in their user interface and reporting for agencies and marketers to see instead of our name, because we don’t sell inventory. We are not a media organisation; we are a company that intentionally exists behind the scenes so that advertisers and publishers can trade at scale, efficiently and sustainably with 100 per cent uptime. We’re the plumbing if you like, not dissimilar to the under-sea cables that keep the internet running.” While the analogy works on one level, on another, arguably, it does not. For where those cables perform one simple, rudimentary function of transferring bits and bytes across the globe, BidSwitch works with different partners in a variety of ways. “Open RTB does not work as people would hope it does,” says SavitchLee. “People think the IAB document standardises all the different ways that companies submit a bid request, but in reality, the IAB document is just a guidance note, so we work with individual partners who give us their protocol document and then we develop that into one that can be traded at scale. BidSwitch was created a few quarters after the onset of Open RTB protocol and what we do for our DSP clients is massively varied and tailored to their needs, whilst remaining a standardised product that DSPs can pick and choose what they need. “Examples include a retargeting company that has built its business on requesting to join real-time auctions when their user is recognised by a pixel that does not exist on mobile, with the exception of the mobile web on Android, so they might use us to access mobile app traffic and iOS devices in order to find more mobile users, without changing their multiple desktop legacy integrations with Supply platforms. Another example are multiple US companies wanting to move

into Europe. If they have 10 partners, they would have to set themselves up with each of those, and that could take three months. With BidSwitch, you can plug in one endpoint and turn on all 10 partners simultaneously.” With programmatic adoption growing, BidSwitch’s ecosystem position offers some interesting insights. Adoption of Deal ID has grown to 40+ suppliers and accounts for more than 11 per cent of total spend globally, proving that while efficiency can be gained, the desire for deals and transparency is very strong from publishers and agencies. Mobile-specific application traffic now makes up more than 30 per cent of available inventory from BidSwitch suppliers, with in-app video the fast growing segment. It accounted for 9 per cent of available application traffic in November 2015 yet surpassed 20 per cent of the same by July 2016. With users adopting mobile devices quickly and incoming bid requests from mobile devices overtaking PCs in

ANALYSIS

November 2015, the industry has been expected to consolidate. However, this has not been the case, despite 74 per cent of all respondents in an Exchange Wire research report saying that there are too many programmatic advertising technology companies and 88 per cent of respondents preferring to work with less technology partners if it did not impact performance or revenues. Native, audio, TV and DOOH, not to mention developments in emerging regions of the world, ensure a constant procession of new entrants to BidSwitch’s development queue. New Supply and Demand platforms keep emerging for mobile users. “To some degree I am surprised at the volume of new companies and new ideas in real-time ad tech. It is not cheap to be an excellent DSP or SSP, but if we can save our clients some time and cost, I am sure the consumer, publisher and advertiser will be content to provide and use free, ad-funded services, without even knowing we exist.” MM

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Mobile Marketing September 2016