This article was first published on Ubex - Medium
RTB, or Real Time Bidding, is a market that has emerged quite recently. In fact, the RTB market is nothing new, it is just a larger network that has gained a new acronym.
Wikipedia explains RTB as follows. “Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks by granting the user access to a multitude of different networks, allowing them to create and launch advertising campaigns, prioritize networks and allocate percentages of unsold inventory, known as backfill.”
The essence is true. When a large number of publishers join into a network, they then contact an agency, which in turn places their materials on advertiser websites through an online auction, known as RTB. Most often, RTB depends on programmatic advertising, the same one that Ubex uses in its operation. The benefits are many:
· Improved ad performance
· Reduced media wastage
· Lowered cost per acquisition
· Better targeting capabilities
· Greater transparency
· Less operational efficiencies
· Increased margins
· Accurate attribution
Though the advantages are many and they have significantly bolstered the advertising market in recent years, there are many issues plaguing the RTB market as well.
One of the main issues concerns the immense volume growth of the market itself. This creates significant pressure on advertisers and the DSPs, Demand Side Platforms. By being forced into stiff competition, the market participants are left spending large amounts of money on new software, customer support and other fees.
Another issue of the RTB market is the inconsistency of the quality ...
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