RTB platforms work on the concept of progammatic buying of advertising impressions through an online auction. The ad inventory is limited to a certain number of impressions every day. There are advertisers wanting to reach out to these users and in many case different advertisers want to reach out to the same set of audiences. In such a scenario the advertiser bids the amount he/she is willing to pay for each ad impression or click. Then based on the bid and certain other parameters that cover relevance, CTR etc. one of the advertiser wins the bid and that ad is instantly displayed on the publishers site. RTB benefits both advertisers and publishers to utilize the available impressions in an efficient manner at a suitable cost.
Category: User Acquisition
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