Below, we break down some platforms you might use if you’re looking to sell or purchase ad inventory online.
Unlike real-time bidding, which involves selling ad impressions through a single auction, header bidding opens the floor to multiple demand sources at once, potentially increasing revenue for publishers by creating more competition for their ad inventory.
Real-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.
Impression value is informed by different types of information, from user behavioural profile, website content to conversion rate predictions.
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Saving time: RTB enables advertisers to place hundreds or even thousands of ads within seconds. That’s exponentially faster than traditional ad placement.
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Still not sure whether you should sell or buy ad space through real-time bidding? We go over the pros and cons below.
In a traditional media buying process, you have to manually buy ads. Let’s say that you find a magazine that serves your buyer persona.
As a result, header bidding allows publishers to maximize revenue by increasing competition for ad space, which raises the average bid price. If an advertiser wishes to buy high-priority impressions, they will need to pay more for it.
DSPs provide advertisers with a wide range of features – access to large ad inventory, precise targeting of users, single dashboard to manage campaigns across many different networks, real-time bidding on ads, their tracking and sophisticated ad optimization.
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They then meet in the middle at the ad exchange, the marketplace where the real-time bidding actually takes place.
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