This happens through auctions on Ad Exchanges, where publishers offer their ad inventory and advertisers bid on them, with winners’ ads finally shown to the visiting user.
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Where your ad shows up is as important as who sees it. This is because consumers judge brands' ads based on the surrounding content.
Cost-effective for advertisers: When advertisers save money, publishers benefit too. Brands that feel they’re choosing the more cost-effective solution will be more likely to put their trust in publishers using RTB, resulting in less unused ad inventory and increased ad revenue.
A demand side platform is programmatic software for advertisers that provides automated, centralized media buying from multiple sources.
When you arrive at a site, before the page loads, the sitio’s publisher sends available ad space dimensions to the supply-side platform.
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In a traditional media buying process, you have to manually buy ads. Let’s say that you find a magazine that serves your buyer persona.
The latter sends an ad request to DSPs and Ad Networks which, if deciding to bid on ad, send the bids with maximum bid value along with location of advertising content.
DSPs provide advertisers with get more info a wide range of features – access to large ad inventory, precise targeting of users, single dashboard to manage campaigns across many different networks, real-time bidding on ads, their tracking and sophisticated ad optimization.
Craig Swapp & Associates is a personal injury and accidents law firm with locations throughout the U.S. Focused on growing their share of voice, Marketing Director Jeremy Hendricks wanted a fresh way to efficiently drive traffic to their website to create more qualified leads, resulting in a higher number of closed cases.
Here’s how they differ. In traditional RTB, the program evaluates bid requests from advertisers sequentially — if Buyer 1 doesn’t meet the floor price, the request moves on to Buyer 2, and so on, until the floor price is met.
Publishers worry that RTB will enable brands to pay them less for their inventory. However, by selling their impressions to the most relevant and motivated advertisers, the RTB auction helps publishers earn the highest price per impression. With real-time bidding, publishers monetize their media better because they can: Virtually trade with unlimited advertisers to minimize unsold inventory.