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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.
Header bidding is another ad buying method that uses RTB to auction off inventory. It’s sometimes also called pre-bidding or advanced bidding because it improves upon the RTB process.
In RTB programmatic, the RTB auction is the core process. It ensures that the highest bidder wins an ad impression on the publisher’s media. It's also called an open auction since any publisher and advertiser can participate in it. The platform that hosts open auctions is called RTB exchange or ad exchange. It communicates with supply-side platforms (SSPs) — software used by publishers, and demand-side platforms (DSPs) — software used by advertisers. From SSPs, ad exchanges collect data about impressions available for sale in the form of bid requests. From DSPs they solicit bid responses showing how much companies are willing to pay for their banner or video to appear on the suggested ad space.
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Other important advantages of DSPs for advertisers include expanding their geographical reach and advanced options such as frequency capping (controlling the maximum number of times a user sees the same ad).
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Programmatic direct: This type skips the auction process entirely, allowing publishers to sell directly to specific website 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.
With RTB, advertisers can monitor their campaigns easily without relying on vendors. No need to reach out to multiple publishers and ask for reports, you can get them yourself on your DSP.
As a retail marketer, you know that consumers spend big money both online and in-store. And while it’s great they’re buying in both places, it can be challenging to track the Completa effectiveness of your marketing campaigns.