As the name suggests, real-time bidding or RTB is an auction where ad views are purchased and acquired instantaneously.
RTB and programmatic are used as synonyms quite often, although they should be differentiated as they describe different concepts.
Known as programmatic ad purchasing or just programmatic advertising, this kind of promotion relies on technology to get results quickly.
Using this tech, marketers are able to target their customers based on demographics and user activity and contact them at the most convenient moment.
As an alternative, real-time bidding enables marketers to purchase and sell advertising space in real-time via a computer-aided auction.
For instance, when a person clicks on a link and is redirected to a website, the ad exchange receives the data from that particular page.
The highest bidder gets first dibs on ad space, and their ad appears immediately.
Think of it like this: In the world of programmatic advertising, RTB is one of the available methods. There is a wide range of options.
Despite the fact that RTB is a common practice in programmatic advertising, it is not always used.
You should consider RTB a subset of programmatic ad purchasing. A private marketplace, automated performance, or spot buying are just some of the numerous programmed techniques available.
Ad exchanges, DSPs, and SSPs make up the three key components of the ecosystem as a whole. Let’s disprove them all.
Contents
DSP vs SSP vs. Ad Exchange
So let’s highlight the main differences between DSP vs SSP vs. Ad Exchange
DSP
Marketers and media purchasers may acquire and control ad stock using a demand-side platform or DSP.
Brands wishing to market their goods via broadcast platforms often work with DSPs operated by advertising agencies and technology businesses.
Many different networks, marketplaces, and programmatic services acquire and sell assets on a continuous basis, making the current advertising distribution network very complicated.
Just like making the distribution chain more efficient, demand-side systems provide marketers with greater control over their ad campaigns’ creativity.
To increase user acquisition and return on advertising costs, marketers commonly resort to DSPs for the refining capabilities they need.
SSP
Advertising inventory is distributed in an alternative manner via the use of a supply-side platform (SSP). For publishers and digital media companies, these solutions make it easier to control and sell ad stock.
Advertisement content is often used by SSPs to commercialize free downloads in the mobile market.
SSP interfaces are used by publishers to handle their content in the same way that a DSP interface is used by advertisers to control their distribution network.
SSPs, on the other hand, provide publishers with greater options for employing real-time bidding contests to refill their inventory level.
These programmatic methods allow advertisers to compete for the highest value views, which, in turn, maximizes publisher income. On a publisher’s demand, several SSPs can be tuned to directly fill ad stock.
Ad Exchange
Marketers and publishers may swap advertising space on an ad exchange instantaneously. To sell their content, SSP partners with an ad exchange marketplace and supplies the ad stock to the SSP.
SSPs and DSPs may purchase and sell advertising in live time on the advertising service, which serves as an impartial marketplace.
Conclusion
Think carefully and consider provided information when choosing the best solution for your business.
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