Os Princípios Básicos de Publicidade online
Os Princípios Básicos de Publicidade online
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Real-time bidding (RTB) is the process by which companies buy and place ads online through automated auctions. Real-time bidding takes the work out of advertising by making it possible for advertisers to place hundreds and thousands of ads online, often in less than a second, without needing to individually reach out to online publishers.
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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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.
Real-time bidding can be compared to a stock market, where the amount of demand at the moment determines the price of a stock. With real-time bidding, publishers set the floor price for an ad, but the demand still determines the final price.
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To participate in open auctions a business should use a demand-side platform. To get started, they can use a SaaS solution. In this case, a media buyer creates a free-of-charge, self-serve account in a third-party DSP and quickly set their first ad campaign. On self-serve DSP campaigns, the ad spend includes the money paid per impression to publishers plus hidden bid markups. Businesses with small paid marketing budgets still benefit from this model, though. On low-volume campaigns, the vendor’s markup of 10-50% on every impression price doesn’t translate into big expenses. Still, companies with big budgets might be willing to use a proprietary DSP to save money. In this case, the company owns the platform and doesn’t have to pay any extra on top of their bids.
The latter sends an ad request to DSPs and Ad Networks which, if deciding to bid on ad, send the bids with maximum bid value along with location of advertising content.
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These auctions take place in milliseconds, dramatically cutting the time it takes to buy ad space. RTB auctions replace traditional ad buying processes, allowing advertisers to place hundreds or even thousands of ads almost instantly.
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.
As part of the ad process, DSPs often provide their advertisers with additional data from third-party providers and enable them to complement this data with data from advertisers own systems.