If Silk has the winning bid, the user will see the ad once the page loads. This process happens thousands of times on different webpages during the length of Silk's ad campaign.
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However, such a simplification has a downside—it results in misconceptions and unclarity. Aren’t you here because of confusing controversial RTB definitions? Now is the time to cross your t’s and dot your i’s. Together we’ll learn what real-time bidding is, how it works, and how you can take advantage of it. What Is Real-Time Bidding?
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This also gives marketers the agility to pivot quickly if their campaign isn't performing as expected. For instance, you might find that switching out one keyword for another may boost your campaign's performance and align better with the audience you want to reach.
Real-time bidding can be compared to a stock market, where the amount of demand at the moment determines the price of a stock. With real-time bidding, publishers set the floor price for an ad, but the demand still determines the final price.
While RTB is a powerful tool for streamlining ad purchasing, there are some potential drawbacks advertisers should be aware of:
However, in header bidding, publishers can put an impression up for auction across multiple ad exchanges simultaneously. Rather than moving through the buyers one at a time through a single ad exchange, header bidding enables all advertisers to bid simultaneously at the highest priority in the server. Whoever offers the highest bid upfront wins the auction.
Even if lower-ranking buyers are willing to pay more than those in the front of the queue, this model prevents them from being able to bid if the floor price is met early on.
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Ad fraud: Scammers can use bots to trick ad networks into selling false impressions, which reduces the likelihood of your ad being seen. Using an SSP that verifies media buyers, like Emodo Access, can significantly reduce your risk.
Brand safety: Due to the randomized nature of RTB, there is a chance your content could appear next to content that doesn’t align with your brand.
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