Real-Time Bidding (RTB) is a type of programmatic purchasing that buys impressions one at a time, based on demographic targeting. Buyers bid on an impact, and if they win, their ad is instantly displayed. All RTB inventory is non-guaranteed. RTB was originally used for unsold remnant inventory, but this is changing to also include premium inventory due to demand and high yields. The RTB process involves a number of players: the publisher providing the inventory; the Ad Exchange that connects advertisers and publishers to facilitate the purchasing; and the Demand Side Platform (DSP) that helps automate the purchasing for advertisers. These players are not necessarily present in RFP-based purchasing or programmatic direct.
Programmatic Buying includes the use of DSPs, SSPs, and DMPs. DSPs, (demand-side platforms) which facilitate the method of shopping for ad inventory on the open market, provide the power to succeed in your audience thanks to the mixing of DMPs (data management platforms). DMPs collect and analyze a considerable amount of cookie data to then allow the marketer to form more informed decisions of whom their audience could also be. SSP’s (supply-side platform) enables web publishers to manage their advertising space inventory, fill it with ads, and receive revenue.
Marketers use multiple digital channels and methods to succeed in consumers. Here’s an overview of the different media types and how marketers use them to convey their brand message.