Advertisers determine the price by participating in the bidding process. Additionally, with an ad exchange, advertisers gain visibility regarding where their ads will appear.
Monetize even small media with low traffic or narrow audience. Define a minimum acceptable price for their inventory by setting a price floor. Earn the highest price for each impression by selling it at multiple auctions. Ultimately, RTB programmatic makes the publisher's revenue streams more stable and predictable. The Pros and Cons of RTB for Advertisers
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The act of buying and selling ad inventory has made great strides over the last few years and will only make greater leaps as the CTV popularity boom continues.
The important feature of the RTB process is its focus on the users, in contrast to other forms of advertising which can focus on the content and topics of publisher’s webpages.
A demand side platform is programmatic software for advertisers that provides automated, centralized media buying from multiple sources.
Advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page.[citation needed]
Brand safety has become an important concern for advertisers in recent years and some participants offer advertisers better brand safety through RTB by using technologies which prevent their advertising content being shown on unsuitable websites or next to inappropriate content.
On the publisher side, RTB can help increase revenue by opening inventory to more buyers simultaneously. Publishers can also gain valuable insights into who is buying their inventory, which can help them determine what to charge for premium impressions to maximize revenue.
Through analysing results of marketing campaigns on individual or aggregated impressions, advertisers can gain important insights on important drivers for their KPIs.
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These auctions take place in milliseconds, dramatically cutting the time it takes to buy ad space. RTB auctions replace traditional ad buying processes, allowing advertisers to place hundreds or even thousands of ads almost instantly.
Real-time bidding takes out all of more info that work. You can get space on that magazine and hundreds of others by letting a Demand-Side Platform (DSP) automatically choose the best publishers and ad spaces, then bid on them for you.
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