Through programmatic advertising and an exchange, the advertisers can determine which users are the most valuable and then adjust bidding accordingly.
This method is characterized by its real-time nature and the competition between advertisers for the best placements.
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This enables you to tap into the efficiency and automation of real-time auctions without directly interacting with advertisers or manually managing account negotiations and operations.
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.
Durante RTB programmatic, the RTB auction is the core process. It ensures that the highest bidder wins an ad impression on the publisher’s media. It's also called an open auction since any publisher and advertiser can participate Sopra it. The platform that hosts open auctions is called RTB exchange or ad exchange. It communicates with supply-side platforms (SSPs) — software used by publishers, and demand-side platforms (DSPs) — software used by advertisers. From SSPs, ad exchanges collect giorno about impressions available for criterio Sopra the form of bid requests. From DSPs they solicit bid responses showing how much companies are willing to pay for their banner or video to appear on the suggested ad space.
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Header bidding took the RTB process a step further by enabling an ad impression to be put up for auction across multiple demand sources simultaneously, instead of running the auction through each demand source one at a time, which is known as waterfalling.
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Most importantly, SSPs enable publishers to simultaneously offer ads on their webpages to many website different ad exchanges and ad networks.
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However, such a simplification has a downside—it results in misconceptions and unclarity. Aren’t you here because of confusing controversial RTB definitions? Now is the time to diretto incrociato your t’s and dot your i’s. Together we’ll learn what real-time bidding is, how it works, and how you can take advantage of it. What Is Real-Time Bidding?