Previously, the main effective method of advertisingthere was a display advertising. RTB technology has become a new milestone in the development of this business on the Internet. The year 2008 turned out to be a turning point, when earlier "wholesale" purchases of advertising platforms began to be replaced by a "retail" system. Each advertising space began to be bought and sold in real time with the help of the auction. RTB - Real Time Bidding - the name of such a system of purchases and sales.
RTB advertising is a new technologyOnline advertising, which operates on the principle of an auction ad on real-time advertising. The difference is that such advertising is aimed at the target visitor, and not to purchase advertising space on the sites. When the user visits the selected resource, the rtb system conducts an instant auction. Each rtb-advertisement is redeemed in a split second. After that, the customer's most advantageous offer appears before the user's eyes. As sellers at the auction are sites of advertising networks. They should include rtb-displays.
To identify the user,browsers, accounts in social networks, mobile platforms, etc. The user is called targeted if he fully meets the requirements of the advertiser. Personal data about him remain in full confidentiality. Target audience targeting (targeting) occurs based on anonymous user profiles provided by the DMP. Increased efficiency, in terms of the advertiser, is precisely rtb-advertising. How the auction process looks like will be discussed below.
RTB advertising is a system that allowscommunicate to the seller and the buyer more comfortably. The user receives really necessary advertising, and the seller raises the indicator of efficiency of the advertising. While the user downloads the Internet page, the RTB system conducts an auction in real time. DSP systems (they represent the interests of advertisers) determine the value of the show and make a bet. After the end of the auction, the advertiser is selected, and the visitor of the site will be shown exactly his rtb-advertisement. "Yandex", for example, provides its advertising network for this type of product promotion.
The auction starts when the userlaunches a web page load into its browser. This page contains an ad unit. Next rtb-exchange sends information to potential buyers about the advertising space. Also, it reports the size, location of the ad unit and the format of the advertisement. Next, the user ID is transmitted, whose Internet page will be downloaded. DSP-buyers check this information and evaluate the resource. Start bidding for the place. Based on the size of the rates, the RTB-exchange determines the winner. Auction lasts about 100 milliseconds. The maximum bet gets a place for the banner, and it appears on the user's page.
RTB advertising is a set of advantages for advertisers, users and sites.
RTB advertising is a system that requires knowledge of terminology. The system uses such concepts: