Real time bidding, also known as RTB, is an effective marketing tool that allows both advertisers and the company selling ads to make the most out of their resources. The marketing technique involves advertisers bidding on a certain impression. Once the website owner decides which bid to go with, the ad is instantly displayed to readers of the site. This provides a great deal of content control and offers advertisers a chance to be actively involved with their marketing.

Programmatic Marketing

RTB is a form of real time bidding programmatic marketing, which offers benefits in the form of a flexible advertising model and lots of data that can be used to measure the model’s success. The marketing platform analyzes key pieces of an individual user’s data and demographics to determine the best advertising fit. This includes age, income, browsing history, and location, all of which gets analyzed as the page loads. The information then goes to an ad exchange, which triggers an automatic bid from interested advertisers. All of this happens in the blink of an eye, but it ensures that the advertising viewed by the website visitor is relevant to their interests.

Requirements of RTB

A successful RTB platform requires several things in order to work at peak efficiency. First, it needs a website that is properly targeted toward a specific audience. Advertisers need to know the rough demographic that they are dealing with when approaching a bid. Otherwise, they risk spending precious advertising dollars on something that lacks focus and misses the intended audience. To accomplish this, websites need to have strong SEO in place and good analytics that allow them to know as much detail as possible about website visitors. On the back end, the platform needs to provide a robust suite of options to advertisers that allow them to carefully set all the parameters of their bids.

Benefits of RTB

For customers, web developers, and advertisers, RTB offers a wide range of benefits. On the customer side of things, ads that come through are relevant to their interests and likely to help them in some way. Because the bidding happens in a fraction of a second, there is no noticeable lag when opening a new website. For web developers, RTB attracts new advertisers and gives a new level of analytics and information gathering. For advertisers, there is a stronger guarantee that their ads will reach potential customers. Advertisers no longer have to pay a large sum to get a small return on online ads. Instead, they can use their money more efficiently, targeting only individuals likely to purchase their product.

 

RTB provides cutting edge technology and a better way than ever before to connect advertisers with customers who will be interested and engaged in their product. This form of programmatic marketing requires more of an investment in good SEO and analytic tools, but it pays dividends on all fronts. Because it is targeted, backed by data, and efficient, many people are discovering its uses on a wide range of different online shopping platforms.

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Real time bidding, also known as RTB, is an effective marketing tool that allows both advertisers and the company selling ads to make the most out of their resources. The marketing technique involves advertisers bidding on a certain impression. Once the website owner decides which bid to go with,...