The whole process, from an app user triggering an ad request to the bidding process to the placement of the ad, happens in just 200 milliseconds.
All the requests and responses are managed automatically by the RTB algorithms running under the hood of SSPs, DSPs, and ad exchanges. Those algorithms send and receive RTB data, complete transactions, and deliver the ads to be shown on ad spaces. The ‘common language’ that SSPs, DSPs, and RTB exchanges use to talk to each other is called RTB protocol. It’s a standard communication protocol that defines how bid requests and responses should be written and what data they should contain. RTB Doesn’t Equal Programmatic Advertising
RTB advertising is an ad buying method where parties buy and sell ad impressions in real time via automated auctions that occur while a page or mobile app is loading.
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To participate in open auctions a business should use a demand-side platform. To get started, they can use a SaaS solution. In this case, a media buyer creates a free-of-charge, self-serve account in a third-party DSP and quickly set their first ad campaign. On self-serve DSP campaigns, the ad spend includes the money paid per impression to publishers plus hidden bid markups. Businesses with small paid marketing budgets still benefit from this model, website though. On low-volume campaigns, the vendor’s markup of 10-50% on every impression price doesn’t translate into big expenses. Still, companies with big budgets might be willing to use a proprietary DSP to save money. In this case, the company owns the platform and doesn’t have to pay any Em excesso on top of their bids.
Here, you have a ton of ads waiting to be bought and sold to the most relevant and highest bids. Google Ad Manager includes an ad exchange, formerly known as DoubleClick Ad Exchange.
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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.
Your DSP determines that the impression fits your parameters, so it places a bid in the exchange. If your offer meets the floor price, you win the auction, and your ad appears to the user. If not, the bid continues to the next buyer on the server.
Monitore constantemente este desempenho por suas campanhas e faça ajustes dependendo de necessário. Uma ótima dica é fazer testes A/B de modo a identificar o que resulta melhor e otimizar com base nos dados.
Other important advantages of DSPs for advertisers include expanding their geographical reach and advanced options such as frequency capping (controlling the maximum number of times a user sees the same ad).
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