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Real-time bidding is automated and thus is always a type of programmatic advertising, but not all programmatic advertising is real-time bidding.
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Real-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.
This gives the publisher control over their inventory to specify which advertisers can buy at what pricing.
Ad Exchanges are autonomous platforms where publishers can sell their ad inventory and advertisers can buy it. Publishers use SSPs to connect to Ad Exchanges and make their ad inventory available on them.
User Visits a Sitio: When a user visits the publisher’s site, 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.
Before the bidding begins, advertisers set targeting parameters, such as maximum bid price and target audience. These parameters are essential for determining which impressions the DSP will bid on.
The Emodo Access SSP for publishers has direct access to demand from Emodo Activate and allows publishers to increase bid density to maximize competition across channels. Publishers can increase bid density to maximize competition across channels.
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There are also many considerable benefits of real-time bidding for publishers. One is generation of revenue from remnant ad inventory. With SSP platforms, publishers can also control which advertisers can buy and place ads on publishers’ websites.
In addition, RTB takes much of the manual labor out of the online advertising process, allowing marketers to focus on other efforts.
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