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Below, we break down some platforms you might use if you’re looking to sell or purchase ad inventory online.
RTB with its precise targeting has made online advertising more efficient for publishers as well as advertisers. It helps advertisers achieve better ROI on their marketing budgets, whereas through monetization of remnant ad inventory it contributes to higher revenues of publishers. These are just two of the many benefits of RTB for the online advertising ecosystem.
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Advertisers’ bids are sent to ad exchanges, which select the winner of the auction. The final winner is selected at SSP in case the bid request was sent to more than one ad exchange.
Advertisers Bid via DSP: Interested advertisers, through their DSPs, place real-time bids on the ad impression based on how valuable they believe it is to their advertising goals.
The lack of a universal cookie alternative for mobile web browsing also limits the growth and feasibility of programmatic ad buying. Mobile real time bidding also lacks universal standards.[17] See also[edit]
Ad Exchanges operate by having get more info ad inventory of publishers made available on Exchange platform via their SSP. When a user visits a webpage, data about the user is sent from the publisher to the Ad Exchange via SSP.
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The precision of the real-time bidding algorithm allows marketers to spend their ad dollars on high-value impressions.
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Too often, brands launch marketing campaigns that only reach a portion of their target market, leaving the rest of the budget wasted on users who don't fit the profile.
The main advantage that RTB offers to both publishers and advertisers is efficiency — as an automated process, RTB eliminates the negotiations involved in traditional ad deals and significantly reduces the time it takes to buy and sell inventory.
Index Exchange: Supply-side marketplace that allows you to get started with ad inventory selling on multiple channels, including display, video, mobile, and native. Good fit if you’d like to start selling ad inventory or if you plan to take advantage of all of the available channels.
As part of the ad process, DSPs often provide their advertisers with additional data from third-party providers and enable them to complement this data with data from advertisers own systems.