Real-time Bidding Definition
Real Time Bidding(RTB) refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Those auctions are often facilitated by ad exchanges or supply-side platforms. Real-time bidding has changed the face of online advertising.
As an ad impression loads in a user’s Web browser, information about the page it is on and the user viewing it is passed to an ad exchange, which auctions it off to the advertiser willing to pay the highest price for it. The winning bidder’s ad is then loaded into the webpage instantly.
Advertisers typically use demand-side platforms to help them decide which ad impressions to purchase and how much to bid on them based on a variety of factors, such as the sites they appear on and the previous behavior of the users loading them. The price of impressions is determined in real time based on what buyers are willing to pay, hence the name “real-time bidding.”
The advent of RTB has enabled advertizers to efficiently target their ads to specific users instead of using websites as a proxy for their ads. Thanks to RTB, ad buyers no longer need to work directly with publishers or ad networks to negotiate ad prices and to traffic ads. Using exchanges and other ad tech, they can access a huge range of inventory across a wide range of sites and cherry-pick only the impressions they deem most valuable to them. This minimizes the number of impressions wasted on the wrong users as well as the need for costly and unreliable human ad buyers.
Some major publishers are wary of RTB because they feel it enables advertisers to pay them less for their inventory. However, exchanges and supply-side platforms are enabling them to control the minimum prices at which their inventory is sold, often called price floors. This enables publishers to open their ads up to an auction, but to set a reserve price that must be met for a transaction to take place.
Forward Markets 2013-2018:Moving Direct Display Ad Sales on to the RTB Platform
White Paper By: The Trade Desk
The adoption of real-time bidding(RTB)–based forward markets is inevitable for both ad agencies and publishers to remain commercially viable. By applying RTB technology, forward markets can automate, integrate, and optimize the trade and delivery of display advertising inventory, which today is still mostly sold in traditional direct sales transactions. This whitepaper on...
Mastering the challenge of Digital Transformation
White Paper By: Software AG
Digital business transformation is based on an IT architecture transformation with a roadmap for digital capability implementation. Based on the software platforms, digital companies create enhanced or totally new business models which offer completely new digital customer experiences. Established companies are building up software know-how and are acquiring software companies to accelerate...
Transaction Reporting – what’s changing?
White Paper By: AutoRek
Transaction Reporting is one of the key priorities for regulators. Some are already warning that there will be no latitude for non-compliance, including late reporting. The aim of Transaction Reporting is to assist EU regulators in the detection and investigation of suspected market abuse. By implementing a robust, automated financial control regime, investments firms will ensure readiness...
5 Ways Electronic Invoicing Helps Businesses Get Paid Faster
White Paper By: Basware
Electronic invoicing delivers efficiencies across the accounts receivable cycle: invoice creation, invoice delivery, dispute management, posting, and reporting and analytics. Most importantly, reducing Days Sales Outstanding (DSO) with electronic invoicing enables businesses to reinvest more quickly to drive company growth. This white paper details the inefficiencies of...
MiFID II data reconciliation: A practical guide
White Paper By: Duco
Data risk is an increasing challenge in the financial industry, for the innumerable processes that need to be taken care, before reporting the data to the regulators. It is extremely important to stay complaint and maintain data quality for Markets in Financial Instruments Directive II (MIFID II) during data reconciliation. Duco Cube with its powerful and flexible reconciliation platform...
MiFID II / MiFIR Transaction Reporting: A Practical Guide
White Paper By: Duco
One of the main criticisms of the original MiFID was that national regulators did not enforce the directive with the same zeal across Europe. The list of financial instruments covered has been extended to almost all instruments traded in European markets – with particular emphasis on the OTC derivatives market that was previously out of scope for MiFID I. The issue with making this...
2018 All Rights Reserved | by: www.ciowhitepapersreview.com