RTB or Real Time Bidding – is the evaluation and bidding on individual impressions in real time ad target. The buying takes place over online media exchanges – basically media marketplaces like radio, mobile phone, newspaper, blogs/website, TV, and other related – which can connect sellers (publishers) and buyers (advertisers).
HOW DOES RTB – Real Time Bidding System Work?
– A user clicks on a link to another webpage. During this time the full details of the impression are sent to the exchange: page environment (ad location, size, clutter) together with information on the website itself (contextual category, URL), along with the user’s own attributes (time zone, browsing history, geographical location, browsing language).
Our system values the impression by comparing it with the particular campaign attributes inputted by our analysts.
When an auction is won, The system delivers a creative to that particular page environment.
RTB Real Time Bidding Benefits,
Traditional online display, video and mobile display buying rely on the buying of impressions in bulk. Impressions on a car website can be lumped together with impressions on a news site and charged under the same CPM.
More worryingly prices which advertisers pay for these impressions are not dictated by market forces, with negotiation and schmoozing playing a more pivotal role in price determination.
Furthermore often there is a lack of transparency of the buying process, as well as opacity relating to reporting where the site where the impressions actually displayed.
Real Time Bidding Explanation Guide Photo,
RTB BEST EXPLANATION,
Removes the middle man, by connecting publishers and advertisers directly across online media exchanges. This model aims to turn the online display world into a free market, where the forces of demand and supply are the sole determinants of price.
The ability to bid for individual impressions on exchanges also leads to micro-segmentation of the market, leading to more efficient pricing benefitting both publishers and advertisers.
Real Time Bidding allows advertisers to stop wasting media spend on those impressions which aren’t targeting their core markets, and to place premium bids on the inventory and audiences which offer the most value.
What is RTB – Real Time Bidding in the future?
Real Time Bidding – is here to stay, and it is going to grow in importance over the coming years across Europe. Forecasts significant growth across ad spend in Western Europe, with the UK leading the way with an average growth rate of 40% over the next three years.
RTB Market Growth Forecast Display
The key drivers behind this growth can be broken down into two main categories: market acceptance, and data intensity. ‘Market Acceptance’ means that both premium publishers and brand advertisers are increasingly seeing the real-time bidding market as a tangible alternative to network models.
Premium publishers now understand that marketing their inventory over exchanges does not necessarily mean forgoing revenue.
If advertisers are willing to pay £20 CPM privately, they will still be willing to pay this rate on exchanges.
Although there may be losses in CPM for some ranges of publisher inventory, it is well documented that this will frequently be more-than-compensated by the decrease in unsold ad space.
With more premium publishers entering the market, this has paved the way for a number of brand advertisers to enter RTB. Initially seen solely as a medium for direct response, advertisers are now increasingly seeing the potential for RTB in branding campaigns.
The improvement in the quality and use of data has to lead to increased ‘data intensity’ of campaigns. Intelligent algorithms now place use this data as a key input to determine the true value of impressions, improving KPIs as a result.