Programmatic direct: This type skips the auction process entirely, allowing publishers to sell directly to specific advertisers at a fixed eCPM.
Unlike real-time bidding, which involves selling ad impressions through a single auction, header bidding opens the floor to multiple demand sources at once, potentially increasing revenue for publishers by creating more competition for their ad inventory.
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?
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An individual's browser history is more difficult to determine on mobile devices.[16] This is due to technical limitations that continue to make the type of targeting and tracking available on the desktop essentially impossible on smartphones and tablets.
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Ad Exchanges operate by having 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.
RTB with its precise targeting has made online advertising more effective for both publishers and advertisers. It helps advertisers achieve better ROI on their marketing budgets, whereas through monetization of remnant ad inventory it helped increase the revenues of publishers. These are just two of the many benefits of RTB for the online advertising ecosystem.
Because it’s a method and not a tool, RTB can be achieved on platforms including leading ad exchanges, DSPs, and SSPs. Because of this, finding an ideal platform depends on whether you’re acting as an advertiser or publisher. Examples of platforms include:
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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.
At Emodo, we strive to provide smart solutions to empower both advertisers here and publishers to maximize their investments, including the use of RTB to uplevel digital advertising from underperforming programmatic technology, providing an experience that is more meaningful to consumers, impactful for brands, and profitable for publishers.
Real-time bidding processes happen almost any time we visit a webpage or a mobile app with the ads that we see being decided in less than cem milliseconds.
It’s important to note that advertisers don’t pay for each individual impression. Instead, publishers charge based on eCPM, or the cost per thousand impressions.