REAL-TIME BIDDING: PUBLISHER BENEFITS
Technology-driven accurate pricing: Publishers receive more value for their inventory with RTB as each impression can be bid on by advertisers and the highest bid amount can deliver the impression. A publisher frequently needs to use an SSP (Supply Side Platform) to make use of Real Time Bidding.
Remnant inventory value increase: As a publisher, you want to monetize as much of your inventory as possible. With RTB, inventory that was previously deemed non-monetized or not worthy can be utilized by advertisers who bid based on the audience data. Econsultancy reported that over 40% of publishers saw an increase in the value of their remnant inventory when taking part in RTB auctions.
Control via SSPs: As mentioned, a publisher needs to work through a Supply Side Platform to take part in RTB auctions. However, this means that the publisher has added control over their inventory such as specifying which advertisers can buy their ad inventory and set the pricing.
Understanding their audience better: As a publisher, it’s often hard to know which segment of your audience deserves the most attention, at least from a monetary perspective. Using this technology publishers can determine which types of audiences attracts advertisers the most and fetches the best prices. This can give a publisher valuable insight and help them expand their websites into their most profitable segments, ultimately increasing their inventory value and increasing demand from advertisers.
Premium publishers use private marketplaces: With private markets, only a set group of advertisers can bid on a publisher’s ad inventory. With RTB and private marketplaces, publishers can sell their advertising stock with even more transparency and control.
Better performing direct sales: If a publisher wants to sell his inventory directly to advertisers working through SSPs, then Real Time Bidding can give them valuable insight into their most profitable inventory segments. A publisher can determine what parts are sought after the most, and the prices their ad inventory is sold at and uses this information to sell their inventory directly to interested parties successfully.
REAL-TIME BIDDING, ADVERTISERS BENEFITS
Less wasteful media buying: With this technology ad inventory is bought on an impression basis through a range of variables which makes targeting very focused. Advanced techniques and tools such as frequency capping and bid forecasting can further increase the efficiency of each campaign by allowing advertisers to test, control, evaluate, and even predict certain campaign variables.
Better performing and 10X ROI campaigns: Advertisers can view and manage their campaigns in real-time through one dashboard and adjust bids and targeting as needed, thus staying on top of results, and improving performance.
In-depth knowledge: While running campaigns with RTB, advertisers can transform and improve their marketing strategies. They can learn more and grow to understand their consumers, creative and strategic approach with the impression data presented to them through their campaigns.
Brand protection: For an advertiser, protecting their brand is very important. With Real-Time Bidding advertisers can specify where to promote their products or services and use ad verification services to prevent their ads from showing on illicit websites or pages.
Source: Graham, K. (2017, September 21). Real Time Bidding (RTB) Explained – Programmatic Buying, Platforms, Ads & Networks Guide For… MonetizeMore; MonetizeMore. https://www.monetizemore.com/blog/real-time-bidding-rtb-explained/
Graham, K. (2017, September 21). Real Time Bidding (RTB) Explained – Programmatic Buying, Platforms, Ads & Networks Guide For… MonetizeMore; MonetizeMore. https://www.monetizemore.com/blog/real-time-bidding-rtb-explained/