Real Time Bidding has often been touted as a breakthrough in technology that has
enabled advertisers to target users in real time.
How does it work?
Quite simply put, RTB or Real Time Bidding refers to the process used to purchase
and sell ad inventories on a host of publicity sites out there. It entails the purchase
of ad space from the website publishers. They also quote the prices that they are
willing to pay in order to appear on the particular website’s ad space. Advertisers
set down the criteria of their campaigns with the ad exchange. These parameters
contain the list of sites that they want to appear on, keeping several factors in view
including:
• Behavioral pattern of customers
• Contextual targeting
• Geo-targeting requirement
The ad exchanges play a crucial role in the entire process. It browses through the
list of the bids that all the marketers have placed in order to appear to that viewer,
and sends the advertisement with the winning bid to the publishing space.
Real Time Bidding: What you Need to Know
Real Time Bidding: Is it Only Hype?
There are several reasons why RTB is being regarded as such a well deserved
fad. The phenomenon has necessarily heralded a change in the realm of digital
advertising. Earlier, the digital advertisers were functioning in the same fashion
as that of their conventional counterparts— just purchasing the real estate based
on users that publishers were expected to fetch. Real Time Bidding has been
clearly path breaking owing to the fact that strategies are now based on individual
behavior rather than audience behavior.
You can take the example of a shoe brand for instance. Before RTB had
“happened” to advertising, shoe brands had to advertise on the leading sites in the
hope of getting an audience. RTB, on the other hand has aided them in minimizing
the waste of money, by depending solely on wild guesses. They can now directly
target viewers who have shown interest in particular types of shoe brands by
reading articles or blogs about them.
Rope in the professionals!
If you are really willing to get started with Real Time Bidding make sure that
you are hiring the RTB Advertising for Financial Services Companies. If you are
a newbie— choosing the right Demand Site Platform, measuring success of the
campaign etc can all turn out to be a tad too complex. So it’s only prudent to let the
professionals handle it.
Going Wrong!!
It often happens that inexperienced marketers end up choosing click-through as
the sole metric for success. Today, click-throughs have come to be treated as very
insignificant reflectors of the real impact of the display campaign. The “view-
through” is rather more helpful in this regard which actually shows the conversion
rate.
Signing up for too many vendors or DSPs is not completely a full-proof strategy
even if it may appear that it ensures better Return of Investment. Since you are
bidding against multiple parties in your exchange, you are actually driving up the
cost of your own displays by opting for too many vendors.
