Earlier this month RTB House launched rtb.com, a self-service advertising platform for small to medium-sized ecommerce brands and their agencies. Built with RTB House’s proprietary Deep Learning technology, the platform aims to make it simpler to launch and scale sophisticated, AI-driven, performance campaigns on the open internet.
NDA spoke with Wiktor Urbański, Head of New Business Development at rtb.com to learn more…
Why does the marketplace need another ad platform? What ‘gap’ is rtb.com designed to fill?
Marketers are increasingly looking for simplified workflows, and rtb.com does exactly that. The proprietary RTB House Deep Learning algorithms continuously optimise campaigns to ensure that everything is automated, from acquisition to customer conversions and loyalty. For 10 years, these algorithms have driven the most effective campaigns, and this has brought them to a new level, as across the board, AI-specialist teams are no longer required to run sophisticated campaigns.
Why is it particularly appropriate for SMEs and their agencies? What new opportunities does the new platform open up for these companies?
The wider macroeconomic environment currently being faced worldwide is causing a shift in priorities and often lowering budgets. rtb.com lowers the barriers to entry as it doesn’t have budget minimums. This levels the playing field by supporting smaller brands and agencies with the heavy lifting that has previously been expensive to operate. As a result, they can drive strong outputs without the need for expert involvement.
What sort of support are RTB House’s clients most commonly looking for right now?
Our clients want to feel in control, but have their lives simplified. They want simple setups, full transparency and no surprises. We provide them with this tool, ensuring that they have access to campaign insights, real-time reporting, and easy-to-read dashboards, meaning limited technical knowledge is required.
What do brands often get wrong about leveraging personalised advertising?
Digital marketing has been focused on demographic targeting, keyword matching and historical performance data for decades. In recent years, brands have pursued personalisation more aggressively, but if they aren’t careful, quality and regulatory standards can be undermined.
By leveraging modern AI tools, particularly those using Deep Learning, campaigns are respectful, but still timely, and useful, aligning brand messages with real needs rather than assumed interests. Targeting a smaller, highly qualified audience that is genuinely open to conversion will always outperform casting a wider net filled with indifference.
What key piece of advice would you offer brand marketers for the next 12 months?
Be bolder and make decisions that may not feel entirely intuitive if you want to see true success. This is particularly pertinent when working with multiple retargeting partners, who, despite having access to the same inventory, use a wide array of technological approaches and prioritise data differently. By making the most of what each provider can offer, advertisers can see improved reach, higher conversions, and increases in overall revenue, as no audience is overlooked.
RTB House is a client of Bluestripe Group, the publisher of New Digital Age.
