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Is programmatic advertising different than real-time bidding? There is some overlap, but the words RTB and programmatic can’t be used interchangeably. Programmatic advertising is a form of purchasing ads that utilize technology to automate and streamline the process. However, programmatic advertising isn’t completely automated, as there needs to be a person to define the parameters of the advertising campaign, such as target audience, geographic area and desired ad format (video, native, display, etc.
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This gives the publisher control over their inventory to specify which advertisers can buy at what pricing.
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It’s all well and good to understand where Programmatic advertising, Ad exchanges, and Demand Side Platforms fit into the equation, but what about the publisher? Does RTB benefit the publisher rein any way? Econsultancy.com identified six benefits for the publisher which include:
RTB auction is similar to the functioning of financial markets and their exchanges, except that ad impressions are being traded instead of stocks or fixed income securities.
RTB ecosystem consists of several types of parties that typically participate hinein the RTB process (Weiher Figure 1):
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Supporting platforms such as Ad Exchanges and Supply Side Platforms are also used within the process. RTB auctions put the focus on impression-based bidding, whereas static auctions tend to group impressions, only allowing advertisers to bid on them hinein check here package deals.
A few other more advanced and popular features (only a very short selection) are the following ones.
Downward Pressure on Prices: While RTB increases competition, it could also drive down ad prices rein the long andrang due to its focus on Echt-time, individual impressions.
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