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Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
So, advertisers, or specifically their Demand-Side Platforms, evaluate ad potential in real time and decide whether or not to place a bid and how much to bid.
A publicidade online apresenta uma Bastante variedade de formatos. Isso contribui para que você possa testar as variados alternativas e identificar aquela capaz do gerar os melhores resultados. Aprecie alguns dos ESPÉCIES Ainda mais usados a seguir.
Editor's note: This post was originally published in March 2021 and has been updated for comprehensiveness.
Ad Exchanges are autonomous platforms where publishers can sell their ad inventory and advertisers can buy it. Publishers use SSPs to connect to Ad Exchanges and make their ad inventory available on them.
This also gives marketers the agility to pivot quickly if their campaign isn't performing as expected. For instance, you might find that switching out one keyword for another may boost your campaign's performance and align better with the audience you want to reach.
Ad Exchanges operate by having ad inventory of publishers made available on Exchange platform via their SSP. When a user visits a webpage, data about the user is sent from the publisher to the Ad Exchange via SSP.
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In short, RTB is always done through programmatic advertising, but programmatic advertising doesn’t always use RTB.
What is the difference between an ad exchange and RTB? An ad exchange is a technology platform that hosts open auctions for programmatic media buying. Real-time bidding is the protocol that the platform uses to process bid requests and bid replies from publishers’ SSPs and advertisers' DSPs taking part in the auctions. Is it difficult to build a real-time bidder? To build an RTB programmatic software you need a lot of time, effort, and money. Aside from that, you can’t be sure your team will deliver a solution that meets industry standards and your business needs. Yet you can take a shortcut and buy tried-and-tested white-label software, customize it, and start using it within weeks. How are bidding conflicts avoided in real-time bidding? It’s difficult to avoid competing with yourself if you run ad campaigns using several self-serve DSPs. These platforms might have the same SSPs among their traffic sources. It means each of your DSPs can potentially bid on the same impression sold by one of their common SSP partners. But if you use your own DSP platform connected directly to a chosen list of SSPs, you won’t experience bidding conflicts. How is the final price per impression set in RTB? The final price for an ad impression depends on three parameters: the publishers’ price floor, the highest bids of competing advertisers, and the type of RTB auction.
Next, the demand-side platform assigns a value to the user and places a bid on the ad space based on that information.
Optimizes programmatic campaigns by providing dynamic targeting parameters and access to premium inventory
Essentially, while all RTB auctions fall under the programmatic advertising umbrella, not all programmatic advertising techniques use RTB. Other types of programmatic media buying include: