Watch How An Impression Gets Traded In 200 Milliseconds? (It Will Only Take You 135,000 Milliseconds)

In a business known for its overwrought complexity, a programmatic marketplace provider has created a simple, easy-to-comprehend video explaining exactly how an ad impression gets traded in “real time,” or as close as you can get to it.

The video, produced by MediaCrossing, is entitled “200 Milliseconds,” which is the amount of time it takes to process an RTB impression -- but it will take you 135,000 milliseconds to view the two minutes and 15 seconds to view the instructional video.

MediaCrossing created it, founder Bill Lederer said in an email, to “shine light on a complex world of auctions, bidders, advertisers and publishers that are all vying for the right to serve you an ad.”

If you’re confused about how all that gets done, it will be well worth your time.

5 comments about "Watch How An Impression Gets Traded In 200 Milliseconds? (It Will Only Take You 135,000 Milliseconds)".
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  1. Gabe Samuels from Gabe Samuels, Media Consultant, June 11, 2014 at 12:35 p.m.

    Seems that we have come a long way from Apple IIE and acoustic couplers...

  2. Skip Brand from bbd (branding big data), June 11, 2014 at 12:38 p.m.

    Joe, First---I am a visual person, this video created by MediaCrossing really good. It makes the complex simple, fast and eloquent as is done in this video. I could suggest some changes, but that misses the point.

    Thanks for sharing. Great time investment!

  3. William Lederer from iSOCRATES, June 11, 2014 at 7:31 p.m.

    Thanks for the shout out, Skip. Love your columns, btw. Really smart and useful.

    We at MediaCrossing are hoping to improve on this video and the related infographic that can be found on our corporate website as the community evaluates them and the programmatic industry continues to evolve. Please send me any additions or corrections any time.

    Bill Lederer
    Founder, Chairman and CEO
    MediaCrossing Inc.

  4. Travis Horn from S3Media, June 12, 2014 at 2:43 p.m.

    It would be interesting to see the big display networks produce similar videos of their own.

  5. Trip Foster from Adomik, June 16, 2014 at 3:39 p.m.

    Great piece. Clear information like this will help bring new marketers to programmatic by translating jargon into simple, understandable processes. Kudos.

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