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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.
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A demand side platform is programmatic software for advertisers that provides automated, centralized media buying from multiple sources.
Increasing ROI: When using a DSP to access ad exchanges, advertisers can adjust their settings to home in on the most relevant inventory for them, cutting down on wasted ad impressions and maximizing conversions.
Real-time bidding makes the online advertisement process fast and easy. Marketers can skip the back-and-forth previously associated with ad buying and focus on tracking the results, increasing the ROI from your campaigns and empowering your brand to grow better.
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Because the RTB process is so technical, it can be confusing even for those with extensive experience in the advertising industry. Understanding what RTB is and how it works can help you optimize your advertising strategy and benefit your bottom line.
Much of this revolution was kickstarted by computers and programmatic buying; today it’s being driven further by a popular advertising technique known as real-time bidding (RTB).
Next, the demand-side platform assigns a value to the user and places a bid on the ad space based on that information.
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 website 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.