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The backbone of the RTB protocol is a taxonomy. It helps DSPs and SSPs to name and interpret pieces of data in the same way. In addition, the protocol contains rules for what data can be shared and how it can be used to make RTB compliant with data protection laws.
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.
User Visits a Sitio: When a user visits the publisher’s sitio, the SSP generates a bid request that includes information about the ad space and anonymized data about the user, such as location, device type, and browsing history.
But what is RTB and how does it work? How is it different from programmatic buying? And is it right for your brand? Below we walk through the details.
Programmatic guaranteed means you take part in private, invite-only auctions. RTB programmatic implies that you buy impressions on open auctions. For a deeper dive into the difference between the three types of automated media buying, check out our programmatic vs. direct advertising comparison. How Real-Time Bidding Works
Payment Processed: The advertiser pays the agreed bid price through the DSP. The SSP then collects the payment, deducts its fee, and remits the remainder to the Análise de campanhas publisher.
There are also many considerable benefits of real-time bidding for publishers. One is generation of revenue from remnant ad inventory. With SSP platforms, publishers can also control which advertisers can buy and place ads on publishers’ websites.
Someone in your target audience who frequently researches parts for sports cars visits a popular racing blog that just so happens to have ad space. If your ad has the winning bid, it will be on that website in front of someone interested in what you’re selling.
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It’s important to note that advertisers don’t pay for each individual impression. Instead, publishers charge based on eCPM, or the cost per thousand impressions.