Programmatic direct: This type skips the auction process entirely, allowing publishers to sell directly to specific advertisers at a fixed eCPM.
RTB with its precise targeting has made online advertising more efficient for publishers as well as advertisers. It helps advertisers achieve better ROI on their marketing budgets, whereas through monetization of remnant ad inventory it contributes to higher revenues of publishers. These are just two of the many benefits of RTB for the online advertising ecosystem.
However, such a simplification has a downside—it results in misconceptions and unclarity. Aren’t you here because of confusing controversial RTB definitions? Now is the time to cross your t’s and dot your i’s. Together we’ll learn what real-time bidding is, how it works, and how you can take advantage of it. What Is Real-Time Bidding?
The act of buying and selling ad inventory has made great strides over the last few years and will only make greater leaps as the CTV popularity boom continues.
This RTB process ensures that ad inventory is sold at the best possible price fairly and transparently, benefiting both publishers and advertisers by efficiently matching supply with demand.
User Visits a Site: When a user visits the publisher’s sitio, the SSP generates a bid request that includes information about the ad space and anonymized data about the user, such as location, device type, and browsing history.
DSPs are directed at advertisers. The technology that powers an ad exchange can also provide the foundation for a DSP, allowing for synergy between advertising campaigns.[3]
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As its name implies, a DSP is driven by the demand side of the advertising equation: Advertisers seek inventory that will help them reach the right audiences at the right time, within a defined budget.
Unparalleled tracking and targeting: Unlike other CTV ad platforms that use ineffective third-party vendors or charge extra for targeting abilities, MNTN uses first and third-party data to prioritize audience and performance with targeting efforts. No hidden or extra fees necessary.
In addition, RTB takes much of the manual labor out of the online advertising process, allowing marketers to focus on other efforts.
A demand-side platform here allows an advertiser to buy ad space and manage their ads. It’s a place for advertisers, who have a demand for ad space. An example of a demand-side platform would be Google Ads.
Supply Side These are the publishers. Within the app, publishers determine which ad formats and sizes to allow and then make these ad spaces available to bidders looking to have their ads placed.
Through programmatic advertising and an exchange, the advertisers can determine which users are the most valuable and then adjust bidding accordingly.