O que significa Plataforma de publicidade?
O que significa Plataforma de publicidade?
Blog Article
Programmatic advertising and real-time bidding are important terms of the online advertising ecosystem and although they are sometimes used interchangeably, they are not identical.
Ad Exchange then reviews the received bids, removing those that are outside of publishers’ criteria. Next, it selects the auction winner and the corresponding advertising content appears on the publisher webpage.
However, in header bidding, publishers can put an impression up for auction across multiple ad exchanges simultaneously. Rather than moving through the buyers one at a time through a single ad exchange, header bidding enables all advertisers to bid simultaneously at the highest priority in the server. Whoever offers the highest bid upfront wins the auction.
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Real-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.
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In terms of pricing, publishers determine the floor prices of ads, with transaction prices fluctuating based on supply and demand.
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.
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Real-time bidding processes happen almost any time we visit a webpage or a mobile app with the ads that we see being decided in less than 100 milliseconds.
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Cost-effective for advertisers: When advertisers save money, publishers benefit too. Brands that feel they’re choosing the more cost-effective solution will be more likely to put their trust in publishers using RTB, resulting in less unused ad inventory and increased ad revenue.