Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
Monetize even small media with low traffic or narrow audience. Define a minimum acceptable price for their inventory by setting a price floor. Earn the highest price for each impression by selling it at multiple auctions. Ultimately, RTB programmatic makes the publisher's revenue streams more stable and predictable. The Pros and Cons of RTB for Advertisers
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?
Set ad targeting to buy only high-value impressions shown to the right audience. Save money on second-price auctions and pay just $0.1 more than the second bid. Adjust, stop, or boost campaigns based on real-time performance reports. To sum up, companies that leverage RTB programmatic don't have to buy inventory in bulk. Rather than wasting money on untargeted or irrelevant traffic, they consider every impression before paying for it. What Technology to Use to Buy Traffic via RTB?
With RTB technology, brands can automatically place ads in relevant spaces without much effort. Using their DSPs, they set up their targeting requirements. The DSPs select suitable impressions on open auctions, bid on them, and purchase. Aside from being a huge time saver, RTB makes paid marketing campaigns more productive and cost-effective by letting advertisers to: Minimize the manual labor involved in online advertising and click here hire a smaller team. Get access to the biggest selection of digital ad spaces and formats on the web.
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.
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While RTB is a powerful tool for streamlining ad purchasing, there are some potential drawbacks advertisers should be aware of:
In a traditional media buying process, you have to manually buy ads. Let’s say that you find a magazine that serves your buyer persona.
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DSPs provide advertisers with a wide range of features – access to large ad inventory, precise targeting of users, single dashboard to manage campaigns across many different networks, real-time bidding on ads, their tracking and sophisticated ad optimization.
Programmatic advertising involves buying and selling digital inventory using automated technology. RTB is a specific type of ad inventory buying that uses automated real-time auctions to sell impressions.
Brand safety: Due to the randomized nature of RTB, there is a chance your content could appear next to content that doesn’t align with your brand.
Publishers worry that RTB will enable brands to pay them less for their inventory. However, by selling their impressions to the most relevant and motivated advertisers, the RTB auction helps publishers earn the highest price per impression. With real-time bidding, publishers monetize their media better because they can: Virtually trade with unlimited advertisers to minimize unsold inventory.