Real-time bidding ( RTB) is a subcategory of programmatic media buying. It refers to the practice of buying and selling ads in real time on a per-impression basis in an instant auction. This is usually facilitated by a supply-side platform (SSP) or an ad exchange.
An SSP is software that lets publishers sell display, mobile and video ad impressions to potential buyers – automatically and in real time. This includes ad exchanges, networks and demand side platforms (DSPs), giving publishers greater control of their inventory and CPMs.
An ad exchange is how the supply-side feeds inventory into the ad exchange.
At any given moment, multiple advertisers can bid on a single impression of a publisher’s inventory, then the winning ad (with the highest bid) is shown to the user. Through RTB, advertisers can apply fine-tuned targeting and focus on the inventory most relevant to them. This, in turn, yields better ROI and higher eCPMs. RTB also allows advertisers to adjust their campaign budgets in real-time in order to optimize campaign performance.
Take, for example, the moment in a mobile game where the player watches an ad between game levels. At that moment, the mobile SSP runs an auction for all of the advertisers interested in showing an ad to that player. The advertisers make their bid and, in a split-second, the highest bidder is chosen. Their advertisement is then served to the player.
Publishers and advertisers can both set parameters for RTB, such as minimum prices and maximum bids, as well as prioritize specific deals and inventory.
RTB is effective for advertisers and publishers. Let’s take a look at how RTB is useful for each:
Fyber’s programmatic solution connects publishers, broadcasters, and app developers with top demand partners across every device and channel. This includes access to easy-to-use tools to manage programmatic buys for Fyber’s global video inventory.