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Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, online advertising buyers bid on an impression and, if the bid is won, the buyer's ad is instantly displayed on the publisher's site. [ 2 ]
DSPs incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface that allows advertisers to control and maximize the impact of their ads.
An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks. [1] Prices for the inventory are determined through real-time bidding (RTB). The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.
The deal with PubMatic will allow brands to purchase Roblox's video-ad inventory through real-time bidding that will be served to users who are 13 and older. ... Roblox has hired PubMatic to help ...
Header [1] bidding [2] is a programmatic advertising strategy where publishers offer their ad inventory to multiple ad exchanges simultaneously before making calls to their ad servers. This process contrasts with the traditional waterfall method, [ 1 ] where inventory is offered to one ad exchange at a time.
[9] [10] They met at Microsoft after it had acquired Green's real-time digital advertising auction firm, AdECN, in 2007. [10] [11] By 2012, the company was included as an alpha partner in Facebook’s launch of the real-time bidding (RTB) advertising platform, Facebook Exchange. [12]
Alternatively ads may be outsourced to an advertising agency under contract with the publisher, and served from the advertising agency's servers or ad space may be offered for sale in a bidding market using an ad exchange and real-time bidding, known as programmatic advertising.
Traditionally advertising inventory was sold during upfront events in the third week of May. [2] [3] However, advertising space is increasingly being transacted algorithmically, such as with real-time bidding. [4]