How the world of RTB works and the role of the audience in it
What does RTB mean in marketing? A simple abbreviation for Real Time Bidding or online auction. In this type of auction, three parties represent their interests at once:
the client or RTB network organizing the auction;
to the site owner or site seller, offering to "park" on his resource;
An advertising network or DSP system is a platform that buys shows for its advertisers and collects their bids and creatives.
To participate in the auction, the site connects to the SSP platform with the installed code. This helps to carry out advertising bidding in automatic mode. What is RTB? It is an opportunity for all parties to stay up to date, here and now, to change their rates in accordance with the market situation. RTB marketing has a positive effect on the effectiveness of advertising campaigns.
The object of the tender is the privilege of promoting certain services and goods on the sites. Who gets the display rights? It is the advertiser who sets the highest price.
Advantages of an online advertising auction
This approach was invented by Admeld, which kuwait cell phone number was acquired by Google in 2011. Since then, favorable conditions have been created for advertisers and digital marketing in general. Real-time bidding has advantages over traditional, "retro" promotion:
higher click-through rate on ads;
an opportunity for advertisers and arbitragers to choose an audience based on their interests
Demonstration of banners related to the website theme
Absolute user security thanks to virtual metrics
maximize advertising revenue.
RTB advertising is a new technology for buying and selling online ads. This is how advertising bidding begins, in which the winner gets the right to show an ad to a specific user. It turns out that you are not buying a place to advertise, but rather the audience most interested in a particular product/service.
The tendering procedure is an important nuance
The auction takes place within seconds of your browser tab opening. Initially, the site collects information about the user using cookies. This can be early search histories, a social demographic “map,” geography, retargeting information, etc. When a user opens the site, RTB marketing kicks in and the time for bidding negotiation is immediate.
It takes a few seconds for the ad to be selected. There is only one condition: the best and highest bid for a specific target audience is assigned to the shows. The last stage & the user sees an animated banner, a static image, a video presentation, a pop-up window with an ad on the screen. RTB advertising identifies users according to these criteria:
cookies;
pixel tag;
identifier on the mobile platform;
browser;
social media profiles.
Let's say you've been looking for sunglasses, bags, swimsuits and last-minute trips for the beach season in online stores for a while. Most likely, RTB ads will appear before your eyes with the products or services you're interested in. This approach refuses to plan the bookings of advertising platforms on the sites. It focuses solely on impressions targeted at potential buyers.
RTB Trading Algorithms
Unlike buying space for standard online promotions, real-time bidding shows what interests the user at that moment. It is the easiest and most free access to the target audience. It is only important to set up the segmentation correctly. There are no fixed prices here, it is like in a mini-casino: the bid is set by the advertiser himself.