With traditional online display marketing not doing the trick, and CPM model not understanding the value of individual ads, it’s time to become receptive to the Real Time Bidding (RTB) market. GetIntent, providing clear access to the RTB Infrastructure you need, performs top notch through every medium you can think of, and puts you ahead of the competition.
Two Mathematicians, George Levin and Vladimir Klimontovich, founded the company, and George joins us today to expand on their forward-thinking marketing solution.
Tell us about the product or service.
GetIntent provides transparent and convenient access to RTB infrastructure, covering all market segments with two core products: Self-Service DSP and RTBSuite. The solutions are based on our own native technologies, powered by machine-learning algorithms, which support marketers across the globe allowing them to activate data and optimize every touch point across all their media. The platform is designed to handle all kinds of ad formats, namely desktop, video, mobile and native ads, where the company has the most formidable competency.
We offer Self-Service DSP for small and medium brands and agencies, which have no expertise in tech and no developers in-house, allowing them to launch and manage ad campaigns by themselves. This solution combines simplicity (easy straight forward interface, card payment, 1 minute registration) and omnitude (supports, desktop, mobile, video, native). Our clients get absolutely transparent tool for managing numerous ad campaigns. Besides standard stats (number of impressions, CPM, CPC, etc.) our reporting may break down your traffic by domains, zip codes, device types and 50 more different parameters. Moreover we track win rate and viewability.
RTBSuite is our enterprise software solution, which allows large companies (brands, agencies, ad tech) to build their own customized DSP in a matter of months and save millions on their bottom lines. RTBSuite consists of a number of components, which can be deeply customized to any particular needs. Core elements are the following: Bidder, User Interface, LiveReports, Campaign Management UI, Prediction Engine and BigData Framework.
How is it different?
With our solutions we solve some definitely important problems of the RTB market:
- With the DSP-platform we overcome the lack of transparency on the market by offering our clients a unique transparent pricing model instead of the standard commission-based payment. We charge a fixed technology fee per 1000 impressions served through the platform, thereby enabling customers to optimize their marketing budgets more efficiently. Additionally, there is no minimum ad budget threshold. This leads ad agencies of SMB segment to access the whole range of modern RTB-technologies.
- With RTBSuite we reduce time-to-market and start-up costs of developing in-house programmatic solution. That allows large companies to build customized in-house DSP platform in a matter of months instead of a year or more if the client would like to develop it by themselves from the scratch. In comparison to other solutions on the market, RTBSuite does not mean a cloud-based thing, like bidder as a service analogs or so. It’s serious advantage for ad tech, because big guys want to control all the data on their side. Furthermore, the entire solution lies on top of existing IT-infrastructure, and can be integrated with the already built technology. In a nutshell, after around 8 weeks it’s possible to launch fully-featured ad campaign.
What market are you attacking and how big is it?
With our core products we attract two big market segments. As Self-service DSP aims at small and medium agencies and brands, we would estimate the number of these potential clients about 50,000 globally with average RTB media spend $100,000 annually. So totally it’s about $5,000,000,000.
The market of RTBSuite is more complicated, however average check is significantly higher. We roughly estimate the number of companies who can be interested in building their own programmatic solution about 10,000 globally with average annual check $300,000. Totally it makes $3,000,000,000.
What is the business model?
With Self-service DSP clients we work using our transparent pricing model. We charge only a fixed technology fee per 1000 impressions served through the platform. The fee depends on the volume. Usually it’s from 10 to 20 cents. However we may use classic commission based pricing for clients who get used to it. For our RTBSuite customers we propose another pricing model, our monthly license fee for RTBSuite depends on hardware usage, on average it is around $20-30K per month. It’s much more affordable than other market players offer. We give two options of integration: client may integrate RTBSuite by own team or use our engineers on hourly basis payment.
Why another RTB platform?
What we can see right now, some DSPs are black-boxes. Others are more transparent but not easy to use or do not support all media (desktop, mobile video and native). According to our mentality we are a technological company
and combine all the best in our platform: it is easy to use, very transparent and supports all media.
What inspired the business?
The idea of creating GetIntent came to us in 2013. I have been working on the market of Internet advertising for more than 8 years. Often dealing with the optimization issues of companies’ marketing budgets, I came to the conclusion that there was a lack of transparency in RTB and existing DSP were not easy to use.
Vladimir, the CTO and cofounder of Getlntent, is a pioneer of RTB market. He has 5+ years of RTB experience working for ContextWeb (now PulsePoint) and IPONWEB as an engineer. In spite of the fact that the market was saturated, both of us wanted to change black-box image for DSP-platform and develop a really transparent and efficient solution. With this approach in mind we have decided to start GetIntent history on the global market.
What are the milestones that you plan to achieve within six months?
Our ambitious aim is to gain 100 US agencies and to attract 10 new RTBSuite buyers.
If you could be put in touch with one investor in the New York community who would it be and why?
Albert Wenger from Union Square Ventures is the first investor who came to my mind.
Why did you launch in New York?
Having been established in Russia, Moscow in 2013, we entered the American market in 2014. Now the company has its headquarter in New-York and the R&D division in Moscow. The USA is the largest ad market in the world and New York is its capital. That is why the decision was absolutely obvious, which country and city to chose for business extension. Moreover, New York City startup scene has a very different vibe from the other cities. It’s a much smaller and more tightly knit community. And most importantly, there’s the excitement of living in one of the most fast-paced and energetic cities in the world.
Where is your favorite place to visit in the area in the fall?
Battery Park is the most favorite one. The combination of two energies, the big city and ocean energy is very inspiring for me.