To solve this targeting issue, RTB was created. This was quite of a substantial problem, a problem that needed to be ad dressed. Depending on how broad the audience, you could end up with only a few clicks on your ad. Second ly, this method of bulk targeting was inconsistent. Your return on investment on such a practice c ould be extremely l ow which is logical since you d id not even know who you were targeting. Firstly, money wise, this was not an ideal scenario. Segmentation, however small it would had been, was not an optio n which caused advertisers to thr ow multiple darts in the air hoping to hit the bullseye – this was not practical at all. As you might guess, this was a rudimental issue in advertising. For instance, if advertisers wanted to promote products related to American football, they would target anyone interested in sports. Although the name is quite self-explanatory, we will explain what this is.Īt that time, advertisers were targeting users in big chunks since there was no precise way to target them. The advertisers’ ads were using, what we will refer to as bulk targeting. During these times, advertisers, thanks to ad networks, were purchasing ad space from publishers and showcasing their ads to the end-users. It might sound a bit confusing at this point but bear with us. ![]() The first recorded instance of programmatic advertising was RTB programmatic advertising. W hat was the problem that RTB helped solve? Well, for that answer, we have to take a trip back in time to the rise of programmatic advertising. Like every technology out there on the market, RTB was created as a solution to a problem. Keep this point in mind as we will refer back to it later. To reiterate, RTB is an automated process with no human intervention. This automated and streamlined process is not manually conducted, but instead uses computer software or algorithms. The said auction happens during the time it takes for a web page to load, which is generally between 100 and 120 milliseconds. RTB refers to the automation and streamlining of ad purchase through real-time auction. As we progress through the article, you will learn new concepts about RTB, its relationship to programmatic advertising underlying mechanics, and much more. And we will be explaining, in details, what exactly this protocol is yes, RTB is a protocol. RTB is the acronym for Real-Time Bidding. Programmatic advertisi ng can take many forms, and the kind we are particularly interested in is RTB programmatic advertising. To learn more about this topic, please refer to our in-depth guide. We will dive deeper into this in the upcoming parts of the article. If you are new to the word “programmatic advertising”, it simply means the use of computer software to automate the process of buying and selling ads. We are referring to the technology that brought about significant changes to the ecosystem of advertisers, publishers and ad exchanges. ![]() Programmatic advertising is the talk of the advertising world, and if you are active in this industry, you’d probably know what this word means.
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