The head of Danish Publisher Network, Martin Jensen, sees a future in the business model of real-time bidding (RTB). Its achievements should shut up cheeky critics.

With 130 new advertisers within a month and revenue increasing 15% monthly, DPN has found a way to prevent from data stealth through third parties. Another sign of economical prosperity: the average CPM prices remain the same level as direct prices.

Jensen shared five do’s and don’ts of RTB with delegates at the European Conference:

The do’s:

  • Go all in. It is about developing sales efficiently, but this won’t happen just sitting in your office infront of your computer.

  • Sell your rate card. Not everything is RTB-material. Stop trying to be so German.

  • Test, test, test. It is safe to say that we have heard this before, Jensen said, but doesn’t that make this experience model more trustworthy? Right. Do it yourself.

  •  Focus on advertisers. Success is achieved in working in the right team. An important team member? Your advertisers.

  • Create self-service. You can’t take care of every single subscription. Find a way to explain your concept and have your fun watching people improve and learn by themselves.

The don’ts

  • Don’t prioritize on low CPM campaigns. Save money and nerves.

  • Don’t make a bonus or sales structure without RTB budgets. Calculate the main costs before you go over to a bonus or sales structure.

  • Don’t work with competitive vendors. Why take competition into bed? Look somewhere else for vendors and enjoy your sleep.

  • Don’t focus on just desktop mode. Multi-tasking is the answer – or a good teamwork.

  • Don’t let technology run your business.