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Advertisers determine the price by participating in the bidding process. Additionally, with an ad exchange, advertisers gain visibility regarding where their ads will appear.
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Ad Served to Winning Bidder: The highest bid wins the ad impression, and the SSP prompts the publisher’s site to serve the advertiser’s ad to the user’s browser or app.
Real time bidding (RTB) is a form of programmatic advertising that allows for the buying and selling of digital ads in real time. When users go to a website or mobile app, a real-time auction is conducted where advertisers bid and compete for an ad space.
The lack of a universal cookie alternative for mobile web browsing also limits the growth and feasibility of programmatic ad buying. Mobile real time bidding also lacks universal standards.[17] See also[edit]
But even for experienced marketers, real-time bidding can be a very confusing concept. So let's break down what RTB is, how it works, and the pros and cons of using it — all while keeping it jargon-free.
The Emodo Access SSP for publishers has direct access to demand from Emodo Activate and allows publishers to increase bid density to maximize competition across channels. Publishers can increase bid density to maximize competition across channels.
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[3] RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising inventory sold, though the results vary by execution and local conditions. RTB replaced the traditional model.
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Brand safety: Due to the randomized nature of RTB, there is a chance your content could appear next to content that doesn’t align with your brand.
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