Real-time bidding is automated and thus is always a type of programmatic advertising, but not all programmatic advertising is real-time bidding.
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Improved performance: RTB allows advertisers to use one dashboard interface for their campaign, rather than communicating with multiple publishers at once.
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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.
With RTB, advertisers can monitor their campaigns easily without relying on vendors. Pelo need to reach out to multiple publishers and ask for reports, you can get them yourself on your DSP.
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]
Still not sure whether you should sell or buy ad space through real-time bidding? We go over the pros and cons below.
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.
It’s hard to believe that at one point—and not too long ago, either—ad inventory could only be bought or sold when two people picked up a phone to complete the transaction. Today, ad impressions are sold and purchased at an astonishing rate and at faster speeds than the human brain can comprehend.
In addition, RTB takes much of the manual labor out of the online advertising process, allowing marketers to focus on other efforts.
RTB gives advertisers greater control over their campaigns, allowing them to get the most out of their ad spend. In the past, advertisers would target specific websites. Now, advertisers can fine-tune their targeting to specific users rather than casting a wide net of anyone visiting a web page.
In terms of pricing, publishers determine the floor prices of ads, with transaction prices fluctuating based on Publicidade digital supply and demand.
A supply-side platform is what publishers or website owners use to help them sell their ad space to advertisers. Publishers use the supply-side platform to supply the space for ads. Google Ad Manager also includes a supply-side platform, known previously as DoubleClick for Publishers.