RTB is the abbreviation for real time bidding and Google’s definition about it is “a server-to-server integration option for network buyers that allows networks to evaluate and bid on each available impression”. Sounds complicated but it is not and in the last years RTB is highly preferred by advertisers. Why?
Simply because traditional online display advertising is inefficient – you purchase impressions for the same price per unit, even though each one has a different value to your campaign.
The RTB ecosystem has three parts:
- Advertisers : Buyers – here we have a tool that automates the purchasing of online advertising on behalf of the advertisers. This is the Demand Site Platform or DSP
- Exchanges: These are compared to the stock exchange, but for advertisers
- Publishers : Website owners : Sellers – the publisher provides the inventory
RTB allows you to bid for ad space on a publisher’s website so your ad is possibly displayed when the website loads. Something important is that the maximum price is set before bidding begins. RTB benefits agencies by providing more control over the performance of the campaign, more efficient spending and better, more targeted results for clients. The benefits for advertisers are more narrowed targeting and no more wasted impressions. Publishers get revenue on inventory since buyers maximize the value of impressions.
Amongst the predictions about the development of RTB in 2014 were rich media ads, social networks, branding metrics, programmatic video and private marketplace deals. The world of advertising will never be the same. RTB changed the status quo.
To learn more about RTB and its future, apply now for Webit Global Congress!