Through real time bidding, publishers and advertisers are able to sell and buy ads facilitated by a supply side platform. An SSP is programmatic software for publishers to facilitate sales of their advertising impressions.
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Let's say Silk is a UK-based beauty brand that just launched a new brow line and is running a campaign. They set up their campaign on a Demand-Side Platform (DSP) and are targeting users who regularly shop for makeup products, are located in the Manchester area, and are between 18 to 30 years of age. The brand also wants its ads to only show on sites related to beauty and lifestyle.
The publisher accepts your ad only if you place the highest bid. But remember: real-time bidding automatically does all the bidding. You don’t have to take any additional steps.
Multiple advertisers can bid on any impression at any moment. Whoever offers the highest bid wins the auction, and their ad appears on the page.
This targeted advertising brings considerable benefit for the advertisers and is the reason why we often see ads for stores that we may have visited earlier but have not converted at the time, “following” us as we visit other web sites.
That means that if the ad isn’t effective, the cost per action may be higher. Since display advertising is dynamic, and based on pricing models like CPM, this allows advertisers to change course during a campaign and gives brands greater flexibility to optimize campaigns and maximize the efficiency of their budget.
The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign. The criteria for bidding on particular types of consumers can be very complex, taking into account everything from very detailed behavioural profiles to conversion data.
Further, Performance TV allows you to track the entire customer journey with Verified Visits™ technology. This model allows advertisers to see how a customer behaves after watching the ad—from visiting and engaging the website to making a purchase—regardless of what device they use to take their next steps.
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DSPs provide advertisers with a wide range of features – access to large ad inventory, precise targeting of users, single dashboard to manage campaigns across many different networks, real-time bidding on ads, their tracking and sophisticated ad optimization.
Demand-side platforms play a similar role for advertisers as SSPs do for publishers. They are automation tools which allow advertisers to effectively manage, analyse, optimize and run their advertising campaigns over many different networks.
Here’s how they differ. In traditional RTB, the program evaluates bid requests from advertisers sequentially — if Buyer 1 doesn’t meet the floor price, the request moves on to Buyer 2, and so on, until the floor price is met.
Publishers worry that RTB will enable brands to pay them less for their inventory. However, by selling their impressions to the most relevant and motivated advertisers, the RTB auction helps publishers earn the highest price per impression. With real-time bidding, publishers monetize their media better because they can: Virtually trade with unlimited advertisers to minimize unsold check here inventory.