When is RTB coming to adult?
 

Who will provide the first SSP / DSP for adult industry?

The difficulty is getting publishers into it, I think buyers would get into it (not affiliates, but direct advertisers). If we copy the model from the mainstream world, it could almost directly be utilized in adult.

Platform
- Needs the capability of having analytics / site tracking in place for the buyer
- Enables retargeting
- Possibly dynamic creatives based on the browsing history
- Need to have frequency capping, targeting rules such as Geo, retargeting (has been on landing page has not been on "thanks for signing up-page", Device targeting (mobile,tablet,desktop)
- Needs to price itself reasonably to attract buyers / sellers (ie. NOT 10% from both sides)
- Needs to be able to de-duplicate and allocate sales to the right channels (RTB / affiliate / SEM)

Publishers
- Need to place platform tags on to their pages through which the bids + ads are served
- Need to set up a reasonable floor price
- Need to be able to set up "deals" to bypass RTB into programmatic buying
- Need to have enough inventory to be worthwhile

Buyers
- Need to commit to CPM buying
- Need to set up their site with Platform's tracking scripts / pixels
- Need to hire in-house buyers who know how to optimize the campaigns and make most of it

Affiliates
- Small affiliates need to mostly fuck off in this model
- If you have a network of sites (or a big site) --> into the publisher segment you go

Anyone know what RTB is, and why it's good for advertisers? :D

You really think sponsors would invest in the staff and training to make use of real-time bidding? And that affiliates would invest in the technology to convert their sites?

Hmm could work but only the biggest porn sites and networks would get beneficial advertising out of it.

Affiliates wouldn't have to convert their sites. Just place generic tags on to their site.
Then basically the tag sends a bid request to the platform.. if there's no bidder, they return the impression where the client can then serve regular ads as they normally would.

Simply a new income stream for the affiliates / publishers.

..and if sponsors care about their bottom line, it would most likely be a lot more cost efficient to hire a 5000€/month guy to run SEM + display campaign optimizing than paying 50€ CPA to random affiliates.

Yes. Usually the guys with traffic already benefit more than others. I'm just thinking that putting static banners on a site is sort of 2003. Even if it's paid upfront.
If talking about tubes etc.. why not take the annoying Google route and start doing in-stream ads via RTB as well? Big tubes could also build their own RON packages per category which niche sponsors could simply target etc..


...but maybe I've been doing mainstream stuff for too long and I no longer understand adult.