Let’s talk about RTB!

[ClickAdilla]

RTB is a form of programmatic buying. In recent years, a growing number of impressions are being sold in real-time bidding (RTB), where advertisers bid for impressions in real-time, as consumers visit publishers’ websites and other online venues such as apps and games. RTB allows advertisers to target consumers at an individual level using browser cookie information, and let them customize their ads for each individual.

Terms​

There are several important pieces involved in RTB process:


Advertiser - сompany or brand that wants to place an ad online.


Demand-Side Platform (DSP) is the service advertisers use to launch ad campaigns.


Publisher - website that wants to sell ad spaces (ad spots, ad inventory).


Supply-Side Platform (SSP) runs auctions, where ad spaces are instantly purchased by the highest bidder.


Ad Exchange connects companies, who want to advertise and publishers who want to sell ad space. Ad exchanges carry out the bidding transaction automatically in real time by connecting both DSP and SSP.


Bid Request - a piece of code is used to purchase inventory and show ads. It’s made up of a few lines of code that include inventory information, platform information, the amount of impressions and user data access