Real Time Bidding AdsReal-time bidding displays
RTB (Real-Time Bidding): Guide for Advertisers and Publishers
Realtime Bidding (RTB) buys and sells images of open auction markets in the twinkling of an eyes. It is a win-win scenario where marketers can reach the most pertinent audiences and sellers can maximise the effectiveness of their assets. Real time bidding can be likened to a share trading where the level of current interest is what sets the current share prices.
In real-time bidding, publishing houses determine the minimum bid for an ad, but it is the market that still dictates the end bid. It takes just 200 ms to complete the entire lifecycle, from an application requesting an ad to the bidding and ad positioning processes. Does programmed ad differ from real-time bidding?
While there are some overlaps, the words RTB and programmatically cannot be used interchangeably. However, the words RTB and programmatically cannot be used exchangeably. Program advertisement is a way of buying ads that use technologies to automatize and rationalize the processes. Programme driven promotion is not fully automatic, however, as there must be one individual who defines the ad campaigns parameter, such as targeting, geographical area and required ad size (video, nativ, screen, etc.).
Once these thresholds are set, however, programmed ad rationalizes the ad buying experience through automatization. RTB operators use programme advertisements to increase the effectiveness of their campaign. Therefore, RTB is inherently programmed because the tendering procedure is automatic. There is a big advantage in that while RTB uses programming ads, not all programming ads use RTB.
In this way, for example, marketers can buy stock directly from a publisher on a program-driven basis instead of bidding on an open RTB based open stockist. RTB is always made by program advertisements, but program advertisements do not always use RTB. If an ad is auctioned on an RTB stock site, three players are involved: the offer side, the request side and the stock site.
It'?s the publishing houses. Inside the application, the publisher determines which ad format and size to allow, and then makes these ad space available to the bidder who wants to place their ad. They are the marketers, which may comprise agents, demand-side delivery systems (DSPs) and ad serving network. Basically they are the ones who want to address a certain group of people with advertisements.
Using program advertisements and exchanges, marketers can identify which people are most valued and then adapt bidding accordingly. The information about the advertiser, the available ad formats and other important elements are shared with the advertiser. On the basis of their interest and how the transmitted information compares with their target metrics, the higher the level of market interest, the higher the prices.
And the whole thing lasts 200 ms. What makes RTB good for publishers? What makes the real-time application good for marketers?