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Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
A user visits a publisher's site. The publisher's Supply-Side Platform (SSP) sends a bid request to the ad exchange, where Silk's DSP will be evaluating the value of the impression.
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Real time bidding allows for faster and more efficient buying for advertisers. They are able to have more control over their buying, which cuts down on wasted ad impressions by serving ads to relevant audiences and minimizing ad fraud risk—making it cost-efficient, as well.
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Also interacting with Ad Exchanges are Ad Networks which aggregate ad inventory on ad exchanges, segment it according to demographics, context and other criteria and sell it to advertisers for commission.
Brand safety has become an important concern for advertisers in recent years and some participants offer advertisers better brand safety through RTB by using technologies which prevent their advertising content being shown on unsuitable websites or next to inappropriate content.
Performance TV’s real-time reporting leverages the power of Connected TV to show you instantly what’s working (and what isn’t)—allowing you to tweak and optimize your creative for maximum efficiency.
Programmatic digital advertising can be complicated, but we're here to help. Discover how to do programmatic advertising, how it works, and why it's so important
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When purchasing ads through RTB, you buy one impression at a time. This means that every time a website visitor or mobile app user visits a publisher's sitio, you're able to assess that person's particular profile and see if it matches your target audience.
In RTB programmatic, the RTB auction is the core process. It ensures that the highest bidder wins an ad impression on the publisher’s media. It's also called an open auction since any publisher and advertiser can participate in it. The platform that hosts open auctions is called RTB exchange or ad exchange. It communicates with supply-side platforms (SSPs) — software used by publishers, and demand-side platforms (DSPs) — software used by advertisers. From SSPs, ad exchanges collect data about impressions available for sale in the form of bid requests. From DSPs they solicit bid responses showing how much companies are willing to pay for their banner or video to appear on the suggested ad space.
A publicidade online é uma estratfoigia que têm a oportunidade de ser realizada através do uso por diversas plataformas – confira abaixo mais Pormenores Derivado do cada uma: