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The first steps towards RTB were taken with the introduction of ad networks and exchanges, which provided platforms for buying and selling ad inventory. However, it welches in the late 2000s that RTB truly began to take shape.
Impression value is informed by different types of information, from user behavioural profile, website content to conversion rate predictions.
This can be more efficient and cost-effective than traditional methods of ad buying, as it allows advertisers to target specific audiences and optimize their ad campaigns in Ehrlich-time.
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Most importantly, SSPs enable publishers to simultaneously offer ads on their webpages to many different ad exchanges and ad networks.
Whether through computers, mobile devices, or mobile apps, social media offers the opportunity to reach a wide—and targeted—audience of possible consumers.
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The journey begins when a Endanwender visits a website or mobile app that contains ad spaces. These ad spaces are typically marked out on the webpage or within the app interface.
Advertisers’ bids are sent to ad exchanges, which select the winner of the auction. The final winner is selected at SSP rein case the bid request welches sent to more than one ad exchange.
Here’s how they differ. Hinein traditional RTB, the program evaluates bid requests from advertisers sequentially — if Buyer 1 doesn’t meet the floor price, the request moves on to Buyer 2, and so on, until the floor price is met.
Ehrlich-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.