The corporate environment is constantly changing and this directly influences the way we advertise .
One of the most attractive methodologies in this area is Real Time Bidding -RTB .
This different advertising system consists of an online auction of advertising space carried
out in real time.
You’ve heard about it, but how does RTB actually 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 netherlands telegram data advertisers choose the location,
audience and ideal time to generate impact with their advertisement .
In general terms, we can say that it is the model of acquiring impressions through a bidding
system and that the main objective of RTB is to provide the right advertising to potential customers .
Difference between programmatic buying and RTB
It is not difficult to find someone who how to convert leads into clients? thinks that programmatic
buying and Real Time Bidding are synonyms, so we need to explain the difference between both
terms.
Knowing how to distinguish them allows you to define objectives and execute more appropriate
actions in online marketing strategies .
There are several models of scheduled purchase, these are classified according to the type of inventory
that is marketed and the way 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 purchases are Real Time Bidding .
How does RTB work?
Now that you understand what Real text services Time Bidding is and know the difference between this model and programmatic buying, it’s time to explain how it works:
The interested party enters a website and provides information requested by the site. The data is collected by Big Data in the form of cookies in milliseconds. A visitor profile is then created.
After defining the profile taking into account its characteristics, a message is sent to the AD Exchange (intermediary platform between supply and demand) so that advertisers can verify whether they are interested in publishing ads on the sites visited by the Internet user.
After analyzing the request for bid, advertisers inform the Demand Side Platform (DSF, platform where auction and user information is located) whether 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 purchasing parameters and place bids.
The publisher receives the bids made by companies wishing to advertise and checks which of them is the most attractive. After detecting the winner, the advertisement is placed on the website and the winner is notified of the publication and the bid.
It is worth mentioning 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 allows the media to set a specific price for each impression.
By defining the steps, it can also be identified that the RTB process is made possible by the intervention of many actors: users or Internet users, advertisers, publishers and Ad Exchange platforms, DSPs and SSPs.
4 advantages of Real Time Bidding
Using RTB as one of the main resources to launch digital marketing actions is a smart move, especially when considering the advantages it provides:
1. Audience segmentation
Segmentation is essential to ensure that an ad resonates with its audience. This allows advertisers to personalize the message by tailoring it to the tone, language and style that best suits their audience .
2. Economy
Saving on advertising costs is a simpler task when we apply RTB in everyday marketing . Advertisers only pay for impressions associated with the audience they are interested in.
3. Higher income
The inventory is opened to a market that is geared towards maximizing the value of each impression. As a result, the support generates qualified traffic and it is possible to virtually eliminate wasted impressions.
4. Better results
Agencies achieve better results for clients once they optimize the use of values directed towards carrying out advertising actions. We can also say that there is greater control over the performance of each action or campaign.
In short, Real Time Bidding is an attractive methodology for carrying out marketing actions in the online environment .
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