As an advertiser, you’ll want to find a Demand-Side Platform that allows you to manage several ad campaigns and set specific targeting parameters — down to the user’s most visited websites and preferred brands. Here are a few options:
Real-time bidding is the driving force behind most programmatic advertising campaigns. Programmatic advertising is “the automated process of purchasing and selling online ads.
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.
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An individual's browser history is more difficult to determine on mobile devices.[16] This is due to technical limitations that continue to make the type of targeting and tracking available on the desktop essentially impossible on smartphones and tablets.
This also gives marketers the agility to pivot quickly if their campaign isn't performing as expected. For instance, you might find that switching out one keyword for another may boost your campaign's performance and align better with the audience you want to reach.
DSPs are directed at advertisers. The technology that powers an ad exchange can also provide the foundation for a DSP, allowing for synergy between advertising campaigns.[3]
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However, in header bidding, publishers can put an impression up for auction across multiple ad exchanges simultaneously. Rather than moving through the buyers one at a time through a single ad exchange, header bidding enables all advertisers to bid simultaneously at the highest priority in the server. Whoever offers the highest bid upfront wins the auction.
Even if lower-ranking buyers are willing to pay more than those in the front of the queue, this model prevents them from being able to bid if the floor price is met early on.
Ad exchanges: An ad exchange is a digital network that connects advertisers or DSPs with publishers or SSPs. The ad exchange is where real-time bidding takes place.
A demand-side platform allows an advertiser to buy ad space and manage their ads. It’s a place for advertisers, click here who have a demand for ad space. An example of a demand-side platform would be Google Ads.
Real-time bidding takes out all of that work. You can get space on that magazine and hundreds of others by letting a Demand-Side Platform (DSP) automatically choose the best publishers and ad spaces, then bid on them for you.
Through programmatic advertising and an exchange, the advertisers can determine which users are the most valuable and then adjust bidding accordingly.