Real Time Bidding – Automated Auction Process for Advertising Space
Real Time Bidding, abbreviated as RTB, comes from online marketing and is a subcategory of Programmatic Advertising. Real Time Bidding refers to the automated auction process for advertising space. In this process, advertising space is sold in real-time, and the highest bidder receives the ad space. So, when a user visits a specific website, banner spots are auctioned off to the highest bidder within milliseconds. The more companies interested in a user, the higher the auction price that is achieved.
Optimal Auction Bid
Advertisers can bid for a price per Ad Impression in Real Time Bidding. Since the process runs fully automated, participants must define before the campaign starts what price, which user, and at what time they want to bid for an ad impression. The more precisely the target audience is defined, i.e., the more information an advertiser has about their potential customers, the higher the price they are generally willing to pay for an ad contact.
Advertising space in the Real-Time Bidding process is paid for using Cost Per Thousand (CPT). In Real Time Bidding, there are two types of deals: Open Auctions and Private Deals. In an Open Auctions Deal, you can give everyone the opportunity to place a bid, as this is an open auction process. In a Private Deal, however, you decide which marketers can access your ad space and place bids, and how the pricing should be structured. If you are a publisher, you have full control here, as you determine who can advertise on your site and set the prices to match the quality of your inventory.
Optimization through Cookies
By using cookie tracking, you as an advertiser can recognize users when they visit other websites and use this for Retargeting. The key metrics from Reporting allow you to optimize your campaign continuously during its runtime, significantly increasing the efficiency of your online marketing campaign. Through Real Time Bidding, you can place your ads even more efficiently. Additionally, it is possible to adjust your campaign budget on a daily basis.
Your Contact for Real Time Bidding
If you have further questions about Real Time Bidding, it is best to speak with our online specialist Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).