The corporate environment is constantly changing and that directly influences the way we advertise . One of the most attractive methodologies in this area is Real Time Bidding -RTB .This different system of advertising consists of an online auction of advertising space made in real time.You’ve heard of it, but how does RTB really work? Read this article carefully and see how Real Time Bidding can be interesting for your brand!What is Real Time Bidding?Real Time Bidding is a model where advertisers choose the ideal location, audience and time to generate impact with their ad .In general terms, we can say that it is the model of Hungary Phone Number List acquisition of impressions through a bidding system and that the main objective of the RTB is to provide adequate advertising for potential customers .Difference between programmatic buying and RTBIt is not difficult to find who thinks that programmatic buying and Real Time Bidding are synonymous, so we have to explain the difference between both terms.Knowing how to distinguish between them allows you to define objectives and execute more appropriate actions in online marketing strategies .
There are several models of programmed purchase, these are classified according to the type of inventory that it sells and the way in which the price is stipulated. Look at the four types: preferred deals;programmatic Premium;private marketplace ;Open Exchange .The latter, also called open auction, is what we call Real Time Bidding. Considering this information we can say that all RTB is a programmatic purchase, but not all programmatic purchase is Real Time Bidding .
How does the RTB work?After understanding what Real Time Bidding is and knowing the difference between this model and programmatic buying, it’s time to explain how it works: The interested party enters a web page and provides information requested by the site. The data is collected by Big Data in the format of cookies in milliseconds. Then it creates a visitor profile.After defining the profile considering its characteristics, a message is sent to the AD Exchange (intermediary platform between supply and demand) for advertisers to verify if they are interested in publishing ads on the sites visited by the Internet user.After analyzing the bid request, advertisers inform the Demand Side Platform (DSF, the platform where the auction and user information are located) if they wish to participate in the auction.
The ad formats offered by this type of programmatic buying are banners, private ads, floating ads, etc.In this step, advertisers define campaign acquisition parameters and place bids.The editor receives the offers made by the companies that wish to advertise and verify which of them is the most attractive. After detecting the winner, the ad is placed on the web and the winner of the publication and the bid is notified.It is necessary to mention the Sell Side Platform (SSP), a platform that collects the maximum amount of information about the media where it is possible to place advertisements from advertising companies. The SSP makes it possible for the media to set a specific price for each impression.When defining the steps, it can also be identified that the RTB process is made possible thanks to the intervention of many actors: users or Internet users, advertisers, publishers and Ad Exchange, DSP and SSP platforms.4 advantages of Real Time BiddingUsing RTB as one of the main resources to implement digital marketing actions is a smart measure, mainly when considering the advantages it provides: