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This happens through auctions on Ad Exchanges, where publishers offer their ad inventory and advertisers bid on them, with winners’ ads finally shown to the visiting user.
Most importantly, SSPs enable publishers to simultaneously offer ads on their webpages to many different ad exchanges and ad networks.
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RTB advertising is an ad buying method where parties buy and sell ad impressions in real time via automated auctions that occur while a page or mobile app is loading.
But what is RTB and how does it work? How is it different from programmatic buying? And is it right for your brand? Below we walk here through the details.
Ad Exchange then reviews the received bids, removing those that are outside of publishers’ criteria. Next, it selects the auction winner and the corresponding advertising content appears on the publisher webpage.
These different platforms work together to get ads in front of the user. Before explaining how the different platforms work together for real-time bidding, let’s talk about what each platform does.
It’s hard to believe that at one point—and not too long ago, either—ad inventory could only be bought or sold when two people picked up a phone to complete the transaction. Today, ad impressions are sold and purchased at an astonishing rate and at faster speeds than the human brain can comprehend.
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Programmatic advertising involves buying and selling digital inventory using automated technology. RTB is a specific type of ad inventory buying that uses automated real-time auctions to sell impressions.
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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.