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Data-driven programmatic media buying solutions for brands, media buyers, and agencies
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Launch and manage omnichannel campaigns across mobile, display, native, video ad formats
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Transform your data into smart data that powers personalized advertising across all channels and digital dimensions
Publishers and App Developers
Publishers and App Developers
Programmatic ad monetization and yield management solutions for web and mobile publishers
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Enterprises and Ad Tech Partners
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Blockchain Ad Stack
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Ad Exchange
Programmatic ad marketplace with prioritized access to demand partners via direct publisher relationships
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Get actionable insights through data visualization in a new, real-time analytics and reporting platform
RTB

Real-Time Bidding Technologies: The Complete Guide

RTB platforms drive a line between irrelevant and highly-personalized digital advertising powered by automation, precision, and messages that address real users’ needs.
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What is Real-Time Bidding?

Real-time bidding (RTB) is a technology designed for automatic buying and selling of ad impressions 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).
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How Does Real-Time Bidding Work?

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.
The user visits a website or app connected to the RTB network. Before loading the page, the site sends the request to display the banner to the network along with collected user data (cookies, IP, geo, browser type, gadget, OS, behavioral data).
Supply-side platform (SSP) (RTB platform that helps publishers sell inventory) receives info and passes the bid request to the DSP. Via SSP publisher also defines a suitable bid floor (min. payment threshold that the publisher is willing to receive per impression). Such info is also passed in request to the DSP.
Advertisers set up campaigns on demand-side platforms (DSPs): define suitable digital ad formats, upload ad units, configure daily budget spend, advertising frequency capping, select targeting options (age, location, OS, gender, ect., of the viewer).
The request from SSP arrives at DSP, then DSP juxtaposes campaign requirements with info contained in the request to define if the impression can be valuable to the advertiser.
If the DSP recognized the impression as valuable (according to budget, targeting, and other campaign parameters) it automatically starts to bid on it by sending the bid response to the ad exchange. The ad exchange is a place where the auction takes place.
Ad exchange receives requests from the rest of the DSPs and starts the auction. The advertiser who offered the highest bid through their DSP wins.
The ad unit of the winner is getting displayed to the user. The entire process takes less than 200 milliseconds while the web page is loading.
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.

Is There
Programmatic
Without RTB?

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 RTB auctions.

Real-Time Bidding Platforms

Their Functions and Benefits
 
Automation
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, pricings. As well it doesn’t require manual scheduling and searching for the good-quality publishers who are willing to monetize their inventory with ads.
 
Reach
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.
 
Convenience
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.
Platforms for Advertisers

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.

What does it give to advertisers?

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.

 
Access to Global Publishers
 
Campaign Automation
 
Campaign Optimization
 
Real-time
Analysis
What are the unique advantages of SmartyAds DSP?

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.
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RTB Campaigns
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or Managed SmartyAds
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Platforms for Publishers

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.

What does it give to publishers?

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.

 
Access to Global Advertisers
 
Inventory Arrangement
 
Campaign
Controls
 
Remnants
Protection
What are the unique advantages of SmartyAds SSP?

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.
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the Value
of Your Inventory
on SmartyAds
SSP!
 
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Platforms for RTB Partners SSPs & DSPs

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.

What does it give to RTB partners?

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.

 
No Middlemen
 
Saving Up on Commissions
 
Automation
 
Exclusive
Partners
What are the unique advantages of SmartyAds Ad Exchange?

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.
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Advertising
Possibilities
With SmartyAds
Ad Exchange!
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Platforms for Enterprises: Own RTB Solutions

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.

What does it give to platform owners?

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.

 
Independence
in Business
 
Transparency
 
Customization
 
Saving Media Budgets
What are the unique advantages of SmartyAds White Label solutions?
  • 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.
Increase Your
Advertising
Potential
With Smartyads
Own RTB Solutions!
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Few Words to Wrap It Up

Real-time bidding gears in action an automatic mechanism thanks to which tons of online ad placements are being bought and sold daily. However, it is not only technology that automates buying and selling and makes it effective, this is a mechanism that makes communication between the brand and the buyer more meaningful and enjoyable. Users see really relevant advertising, advertisers reach previously unattainable performance metrics, and the publishers sell inventory without any remnants. SmartyAds provides advertisers and publishers with access to all tech components of the ecosystem that enable seamless media-buying, media-selling, and building your own independent ad tech market solutions.