RTB House

RTB House is the international company, the providing service of technologies of a retargeting for world brands. Own technology of purchases of RTB developed by the company maintained by algorithms of deep learning helps advertisers to receive results in achievement of short-term, average and long-term goals of campaigns. Founded in 2012, the RTB House company services more than one thousand campaigns in regions of the Middle East and North Africa, Southeast Asia and Oceania, and also Latin America. The RTB House command consists from more than 200 professionals.

History and performance indicators

2016

RTB House increased revenue more than by 130% in comparison with the same period 2015.

The world market of a retargeting shows rapid growth and as a segment of interactive advertizing, and regarding the budgets directed by advertisers to this tool. Also the geography of use of RTB technologies extends – the focus is shifted from the USA and Europe to Southeast Asia, Latin America and North Africa. Such progress is a consequence of fast development of two interconnected global factors: penetrations of the Internet and electronic trading. In 2013 2.74 billion people of the population of the Globe, in 2016 already 3.4 billion people were Internet users that speaks about the capacity of this industry in 60%. The Russian Internet economy also goes in step with world trends. So, fall of 2013 the audience of Runet consisted of 67 million people, and in the fall of 2016 already of 86 million people that in percentage makes 70% of all population of Russia. The number of online sales doubled for the last 3 years: from 415 billion rubles in 2013 up to 800 billion rubles in 2016. Only in 3 m quarter of this year the Russian e-commerce grew by 27%, according to data of analysts of Data Insight.

In 2016 RTB House entered the markets of Brazil, Argentina, Mexico, Taiwan, Singapore (as the first subsidiary company and the fifth market in the Pacific Rim after Taiwan, Indonesia, Malaysia and Thailand). Recently the company increased the world presence in the Middle East, and also in Africa (MEA), with newly opened representation in Dubai.

Era when Internet advertizing consisted only of banner and context, consigned to the past. According to the research IAB Russia, each advertiser uses on average 7 instruments of Internet advertizing which the retargeting already standardly is among (60% of respondents positively answered). Also big percent of advertisers used in 2016 performance (advertizing with payment model on CPA) both mobile advertizing, and this trend will be continued by growth in 2017. Analysts of IAB Russia predict increase in a share of this advertizing up to the second largest segment of the digital market. Already now penetration of this tool makes 65%. "For advertisers from an e-commerce segment tools of a retargeting became same obligatory, as well as context and search advertizing, and now we observe in the market the continuing growth of interest in use of difficult scenarios of communications using all possible sources of data on behavior of polzvatel, - Omelnitsky Boris, the President of IAB Russia emphasized. – At the same time the retargeting attracts the advertiser regardless of the amount of his business. Be it the large company or representatives of small or medium business."

Growth of number of campaigns for the Russian clients of RTB House for 2016 was 40%, and profitability of business increased by 7 times. "The Russian market of interactive advertizing grows, and our indicators say that we keep in line with it not only, but also we advance speed. Considering the fact that the space for development exists, our task next year - to strengthen the positions in the Russian market of retargeter and it is essential to increase revenue." – [Melekhov Anton]], the CEO of RTB House in Russia comments.

Mass trend at the Russian advertisers for 2017 – to increase Internet advertizing volume in the budget by 51% and even above. While offline advertizing is predicted in growth by only 3-10%.

Also the market of interactive advertizing of Russia changes. The movement towards a retargeting in connection with growth of its opportunities, especially regarding personalisation of advertizing messages is observed. For example, according to the results of carrying out the stock 'Black Friday' performance of client campaigns in Russia, according to RTB House, increased more than by 110%, and the general traffic of websites increased by 41% in comparison with average results of campaigns in November, 2016. Such progress in efficiency of use of advertizing budgets from retargetingovy campaigns convinces clients of increase in a share of investments at this instrument of advertizing. Advertisers highly appreciate improvement of examination of operators in the field of targeted purchases. Optimal are a choice of platforms, break in Big Data use, high percent of coincidence of a request of the client to the targetted audience – and, as a result, high efficiency of the performed advertizing campaigns.

The artificial intelligence is a possibility of computer devices to synthesize a human thought and a method of decision making. One of qualities of Artificial Intelligence – to foresee behavior of Internet users on the basis of data on their preferences, visits of the websites and other marks which people leave in network.

In the middle of 2016 RTB House provided model of purchase of advertizing which uses the principle of deep learning (deep learning) for creation of digital functions which define the relation, intention and the purpose of Internet users. It allows to make exact assessment of probability of conversion that, in turn, does the personalized retargeting to more effective, than earlier. The general idea and results of developments of RTB House on the basis of the principle of deep learning were for the first time provided during the Internet advertizing seminar, within the 33rd International conference on questions of machine learning (ICML of 2016) in New York.

Using this RTB House technology supports more than 350 thousand requests per second, 3.5 billion viewings declarations a month and about 1 million clicks a day. According to the research ZenithOptimedia, use of Artificial Intelligence in interactive advertizing will increase efficiency of campaigns at the expense of an anticipation of desires and preferences of Internet users. When the advertizing message is shown not only to consumers who are already familiar with your product, but also those which could purchase it, having information on it.

In 2016 RTB House increased a command almost for 40% in comparison with 2015, having invited experienced managers from such companies as Facebook, Criteo, Vizury or MyThings. Now the command consists of nearly 200 professionals and grows (still there are about 40% of open vacancies). In the future 2017 the company puts a task strengthening of the positions in the market of a retargeting and increase in the income by 100% year on year.