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Unlike real-time bidding, which involves selling ad impressions through a single auction, header bidding opens the floor to multiple demand sources at once, potentially increasing revenue for publishers by creating more competition for their ad inventory.
User privacy: RTB allows advertisers to home in on specific users, which has created concerns over the security of sensitive user data. Anonymous audience segmentation solutions like Emodo Audiences strengthen respect for user privacy without sacrificing targeting accuracy.
Ad Served to Winning Bidder: The highest bid wins the ad impression, and the SSP prompts the publisher’s site to serve the advertiser’s ad to the user’s browser or app.
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Other important advantages of DSPs for advertisers include expanding their geographical reach and advanced options such as frequency capping (controlling the maximum number of times a user sees the same ad).
Also interacting with Ad Exchanges are Ad Networks which aggregate ad inventory on ad exchanges, segment it according to demographics, context and other criteria and sell it to advertisers for commission.
The Emodo Access SSP for publishers has direct access to demand from Emodo Activate and allows publishers to increase bid density to maximize competition across channels. Publishers can increase bid density to maximize competition across channels.
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.
All the requests and responses are managed automatically by the RTB algorithms running under the hood of SSPs, DSPs, and ad exchanges. Those algorithms send and receive RTB data, complete transactions, and deliver the ads to be shown on ad spaces. The ‘common language’ that SSPs, DSPs, and RTB exchanges use to talk to each other is called RTB protocol. It’s a standard communication protocol check here that defines how bid requests and responses should be written and what data they should contain. RTB Doesn’t Equal Programmatic Advertising
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A supply-side platform is what publishers or website owners use to help them sell their ad space to advertisers. Publishers use the supply-side platform to supply the space for ads. Google Ad Manager also includes a supply-side platform, known previously as DoubleClick for Publishers.