What is RTB
RTB stands for Real-Time Bidding, a modern means by which online advertising space is bought and sold on a per impression basis. The selling takes place via real-time auction model.
RTB model is easy for both advertisers and publishers. It allows advertisers to quicken and simplify buying process. Publishers, on the other hand, can be sure to buy ad space by the highest rate.
Advertisers using RTB model have the ability to carry out both effective and image campaigns. Another advantage is the retargeting by identifying the potential customers based on their last visit on the website and thanks to information from cookies.
RTB ENVIRONMENT
RTB system consists of a few elements.
Supply Side Platform SSP
technological platform optimizes the use of ad space offered by publishers and allows to buy the space via automatic system on the SSP buyers side.
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Trading Desk
a subject that buys and optimizes RTB campaign
AdExchange
marketing aggregator offering ad space to buy
Ad Networks
RTB ad networks which use RTB model
How the auction happens
1
When the Internet user browses through the websites hits the publishers website, it redirects the browser to publishers adserver.
2
The code send to the browser contains the redirection. This redirection sends the Internet user to SSP server.
3
SSP reads cookie files, which identify the Internet user on servers.
4
When the auction begins, the system gathers the price offers from different DSP subjects.
5
The user, who bids the highest price for indicated ad impression wins.
6
The browser shows the ad message to the user.
The advantages of RTB solutions
The advertisers using the RTB, consider it one of the best ways to reach the clients through different messages, in a single campaign. The advantage of RTB over the traditional online marketing is visible on the level of campaign funding, where the budget value translates to much bigger number of impressions, which in turn guarantees bigger effectiveness.
