This happens through auctions on Ad Exchanges, where publishers offer their ad inventory and advertisers bid on them, with winners’ ads finally shown to the visiting user.
You ask for the media kit, choose the ad dimensions that fit your budget, and then buy the ad for a certain amount of time. Once time runs out, the ad is taken down.
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Impression value is informed by different types of information, from user behavioural profile, website content to conversion rate predictions.
Cost-effective for advertisers: When advertisers save money, publishers benefit too. Brands that feel they’re choosing the more cost-effective solution will be more likely to put their trust in publishers using RTB, resulting in less unused ad inventory and increased ad revenue.
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Increasing ROI: When using a DSP to access ad exchanges, advertisers can adjust their settings to home in on the most relevant inventory for them, cutting down on wasted ad impressions and maximizing conversions.
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Publisher: The publisher is the website or online property that wants to sell ad spaces, often referred to as “ad inventory.”
It’s hard to believe that at one point—and not too long ago, either—ad inventory could only be bought or sold when two people picked up a phone to complete the transaction. Today, ad impressions are sold and purchased at an astonishing rate and at faster speeds than the human brain can comprehend.
You’re able to target an ultra-specific audience with real-time bidding, which can help you deliver an excellent ROI for your business.
RTB gives advertisers greater control over their campaigns, allowing them to get the most out of their ad spend. In the past, advertisers would target specific websites. Now, advertisers can fine-tune their targeting to specific users rather than casting a wide net of anyone visiting a web page.
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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, get more info publishers monetize their media better because they can: Virtually trade with unlimited advertisers to minimize unsold inventory.