Real-Time Bidding Technologies: The Complete Guide
What is Real-Time Bidding?
How Does Real-Time Bidding Work?
Is There
Programmatic
Without RTB?
Real-Time Bidding Platforms
DSP. What is demand-side-platform? Basically, it is a technological system designed to buy advertising space online, it works in conjunction with SSP, ad networks, advertising exchanges as can be seen from the above-mentioned scheme. The ultimate goal of demand-side platforms is to buy impressions at the lowest price and at the same time single out only those impressions that meet the requirements of the advertising campaign.
Programmatic advertising campaigns meanwhile can be tuned by advertisers individually through a self-serve advertising platform. Alternatively, it can also be adjusted by the managed service that works similarly to the agency that defines the most optimal bid amounts, ad formats, targeting, budget, and other options for the client. Afterward, they air the campaign, navigate, analyze, and change the flow according to campaign performance.
The goal of every digital advertiser is to deliver ads that resonate with the audiences — ads that not only increase brand awareness and build customer loyalty but also provoke a direct response and boost immediate sales. These goals could be achieved by using a new-generation SmartyAds demand-side platform (DSP). Through a highly intuitive platform interface designed uniquely for media buyers, you can manage multiple advertising campaigns, access local and worldwide supply partners, trade via RTB or through direct deals, optimize campaigns in real-time, and track campaign performance by analyzing granular statistics and 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. The ads are delivered to the right audience, at the right time and place which creates meaningful brand-customer communication and forms stronger purchasing intent.
- Precise targeting options. Set the criteria of the advertising campaigns based on socio-demographic data and individual characteristics of your target audience: age, gender, location, language, OS, connection type, browser, device brand, and more.
- Omnichannel reach. SmartyAds DSP is connected to the largest pool of premium publishers across mediums: mobile, in-app, desktop, and CTV, that helps advertisers to reach their customers wherever they are.
- The abundance of ad formats. A variety of digital ad formats - video, display, in-app, native, CTV are available for advertisers at SmartyAds DSP. Using advertiser controls, the advertiser can configure width, height, and resolutions to maximize viewability of placement.
- Brand-safety. SmartyAds DSP closely collaborates with traffic safety providers and utilizes the cutting-edge in-house traffic scanners in order to protect traffic from fraud and prevent damage to the brand's reputation.
SSP. Supply-side platform is a very best friend of publishers. Supply-side platforms help publishers to sell advertising inventory in real-time utilizing the RTB algorithm. Just like DSP works for advertisers, SSP works for publishers helping them to fill in ad space on impression basis.
The purpose of SSP 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 commission per each impression they serve.
Supply-side: digital publishers, app developers, website and blog owners of any size can join the RTB ecosystem and start monetizing their content 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, avoiding remnants. Programmatic advertising technology ensures the delivery of non-intrusive, relevant ads that don't interfere with the user experience.
SmartyAds media-selling RTB platform helps to sell inventory in real-time and control ad impression cost, formats, and other details. Most importantly, it delivers targeted relevant ads to users and guarantees that their experience isn’t affected.
- Strong campaign controls. With proprietary platform functions, publishers can optimize campaigns in real-time: apply creative restrictions, define resolutions, partners to work with, and protect their yields with price floors.
- Header-bidding and mediation. Maximize the number of partners in apps using SDK mediation and header-bidding technologies. Overcome the limitations of the waterfall and obtain bids from demand partners simultaneously.
- PMP. At SmartyAds SSP publishers can trade in RTB auctions, collaborate with advertisers directly or opt for private marketplace deals to have better control over their inventory management and partner selection.
- Inventory performance analysis. Assess inventory performance and find out: what types of creatives drive better outcomes, what inventory works best, or what partners bring in the best bids.
Ad Exchange is 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. As well, they accept bids from DSP, conduct the RTB auction and announce the winner. The advertising exchanges work within the RTB ecosystem supporting the functioning of the vast technology stacks.
The absence of intermediaries is the main bonus of buying and selling of ad space on ad exchanges. The advertising exchange automates the transactions and conducts them fast - all thanks to real-time bidding work. SmartyAds Ad Exchange is a robust online advertising marketplace that connects thousands of media buyers with premium digital publishers and app developers from around the world.
With SmartyAds ad exchange 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.
- Exclusive monetization conditions. By plugging into the SmartyAds Ad Exchange, publishers can finally uncover the real value of their ad inventory and sell ad spaces at competitive prices, ensuring 100 % fill rates and monetizing remnant inventory.
- Targeted impressions. Set targeting by geos, sizes, connection type, etc., in order to ensure that you receive ad impressions relevant to your demand and that convert easily.
- Best quality traffic. We attract only the best quality traffic across the top tier countries. It is healthy and safe as it is constantly being monitored by connected traffic safety providers and in-house traffic scanners.
- All verticals and geos. SmartyAds ad exchange generates traffic across the broadest range of business verticals: lifestyle, gambling, fashion, news, and across top tier country geos.
What does white label mean in business? White label is a business concept that makes it possible to open your own RTB platform without building it from scratch. Ad tech providers simply “share” their own software with other companies in exchange for a particular monthly fee (as a rule revshare).
How does real-time bidding work for white-label solutions? Simply, in the nutshell, white-label DSP, SSP, and ad exchange are the same regular RTB-driven solutions. The difference is, with white label you become the owner of the whole platform instead of a personal account. Thus, you can resell services and capitalize on it.
When you choose white label software, 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 real-time bidding RTB environment, and personally tailored to every client.
- Very quick installation. It takes less than one month to fully deploy the new platform and suit it to each client. This way you don’t lose time and are free to enter the market as soon as your ad tech platform is ready.
- Experience and expertise. We’ve spent over 9 years building RTB advertising platforms for our own full-stack infrastructure and for our clients. The experience and expertise we’ve accumulated enable us to create products that suit each client’s needs.
- Smooth operation. The proven track of successful installations for our clients proves that our white-label platforms are of the highest quality. Time-tested technology is a guarantee of bug-free operation and smooth functioning.
- Continuous improvement. White-label platforms are continuously supported and improved by our tech team. This means that we continuously improve the technical side, add new features, and review your feedback to resolve problems and make platforms work better.
