RTB platforms drive a line between irrelevant and highly-personalized digital advertising
powered by automation, precision, and messages that address real users’ needs.
Real-time bidding (RTB) is a technology designed for automatic buying and selling of ad impressions to the highest bid in real time. It functions on the basis of online auctions and works according to the per-impression (CPM) payment model. The whole process is getting powered by programmatic platforms, each of which represents the interests of the media-trading participants: the supply side (SSP) and the demand side (DSP).
RTB platform is a core component of the programmatic advertising ecosystem. Programmatic advertising ecosystem involves platforms that serve the interests of publishers and advertisers and additional tech components that support the auction and organize ad serving. As we already found out, RTB-powered programmatic platforms enable demand side to target users who strictly meet the requirements of the ad campaign, let’s see which role each component plays in this process.
As you can see, with real-time bidding platforms publishers and advertisers can automatically bargain, trade, and control the media buying process. Real-time bidding RTB auctions are fast, efficient, and cost-effective for all participants of programmatic advertising auctions.
Yes. For sure, it is easy to start confusing programmatic with real-time bidding , however, not all programmatic deals are running through RTB auctions. Programmatic can still automate the targeting and other related processes, but the buying and selling of the inventory can be done directly. In other words, advertisers purchase impressions from publishers via programmatic direct deals and don’t participate in real-time bidding RTB auctions.
Their Functions and Benefits
RTB advertising delivers more convenient and rational ways of ad buying and selling to the demand side. Compared to the manual placements it doesn't require long negotiations regarding ad placements, pricing. As well it doesn't require manual scheduling and searching for the good-quality publishers who are willing to monetize their inventory with ads.
With programmatic advertising publishers (supply-side) can effortlessly tap into the largest pool of the world’s demand with real-time bidding platforms. They don’t have to constantly search for advertisers who can offer the highest price for inventory. Above else, with real-time bidding RTB platform publishers can control who they sell inventory to, at what price, and at what sections of the website/app.
On DSP or SSP all the necessary operations, and settings can be adjusted through a single interface. Advertisers adjust media- buying processes while publishers adjust media- selling. No need to manage several solutions at once or navigate a fragmented ad tech market. This is very convenient because both publishers and advertisers access the entire Internet space in a single platform interface.
DSP. What is demand-side-platform Basically, it is a technological system designed to buy advertising space online, it works in conjunction with SSP and ad exchanges. The goal of demand-side platforms is to buy ad impressions at the lowest price and at the same time single out only those impressions that meet the requirements of the advertising campaign. It happens through real-time bidding; however, programmatic demand-side platforms (like ad networks as well) can also offer programmatic direct non-RTB deals on RTB platforms and private marketplace deals.
Programmatic advertising campaigns meanwhile can be tuned by advertisers individually through a self-serve advertising platform . Afterward, on the self-serve platform, they air the campaign, choose ad formats, navigate, analyze, and change the flow.
The goal of every digital advertiser is to deliver ads that resonate with the audiences — ads that increase brand awareness and build customer loyalty. These goals could be achieved by using the best RTB platforms like SmartyAds demand-side platform (DSP). Through a highly intuitive platform interface, you can manage multiple programmatic advertising campaigns with different ad formats, gain access to local and worldwide supply partners, trade via real-time bidding or through programmatic direct deals, optimize campaigns in real-time, and track advertising campaign performance by analyzing real-time reports.
RTB advertising platforms like SmartyAds DSP enable advertisers to buy ads that are highly targeted and appeal directly to the needs of the user. This proprietary real-time advertising platform delivers ads to the right audience, at the right time and place, which creates meaningful brand-customer communication and forms stronger purchasing intent.
SSP. Supply-side platform helps publishers to sell advertising inventory in real-time bidding auctions utilizing the RTB real-time bidding algorithm. Just like DSP works for advertisers, SSPs (monetization platforms) help publishers to fill in ad space on an impression basis.
The purpose of supply-side platforms is to sell advertising slots on websites or in mobile apps for the most optimal price in order to guarantee higher yields for the publisher. If the publisher is eligible to sell advertising space on SSP, they simply register their inventory and obtain a commission per each ad impression they serve.
Supply-side — digital publishers, app developers, websites, mobile developers (mobile web), and blog owners of any size can join the RTB real-time bidding ecosystem and start ad monetization without dealing with the burdens of manual selling. Cutting-edge technology like SmartyAds SSP allows online publishers to monetize digital inventory, choose the ad formats and ad sizes that fit their audiences, manage profits by defining bid floors, and offer ad inventory to multiple demand sources simultaneously.
SmartyAds media-selling RTB platform helps to sell inventory in real-time and control ad impression cost, ad format, and other details. It delivers targeted relevant ads to users and guarantees that their experience isn’t affected.
Ad Exchanges are platforms based on an open marketplace that enables direct media trading without intermediaries. Just like ad networks, ad exchanges often aggregate advertising inventory from publishers and make it available for purchase. Ad exchange technology accepts bids from DSP, conducts the RTB auction, and announces the winner. Unlike many ad networks, however, advertising exchanges work within the real-time bidding ecosystem supporting the functioning of the vast technology stacks.
The programmatic advertising exchange (programmatic marketplace or RTB ad exchange) automates the transactions — all thanks to real-time bidding. SmartyAds marketplace is a robust online advertising marketplace that connects thousands of media buyers with premium digital publishers, mobile publishers, and app developers from around the world.
With SmartyAds you can work in close partnership with exclusive supply and premium demand partners. Find your target audiences and deliver highly targeted advertising creatives that bring better ROI.
White label makes it possible to open your own RTB platform and join a programmatic advertising business without having to build everything from scratch. Ad tech providers simply “share” their own software with other companies in exchange for a particular monthly fee (as a rule RevShare). As an owner, you manage ad operations on it.
With white-label technology, you can launch your own real-time bidding platform (own ad exchange, SSP, DSP, or even ad server).
You save your time, money, and efforts; therefore, you can focus on what you do best — marketing and capitalizing on your own terms. SmartyAds offers white-label solutions such as SmartyAds White Label DSP and SmartyAds White Label SSP for media buyers and sellers. Our white-label solutions are custom-made, tested in a bidding RTB environment, and personally tailored to every client.
Real-time bidding platform gears in action an automatic mechanism thanks to which tons of online ad placements are being bought and sold daily in the global ad network. Real-time bidding technology unites multiple ad networks and platforms. With RTB advertising self-serve platform, advertisers improve user acquisition and publishers sell ad space without remnant ad units. SmartyAds provides multiple advertisers and publishers with access to all tech components of the programmatic advertising ecosystem that enable seamless media-buying, media-selling, and building your own independent ad tech market solutions.
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