Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
So, advertisers, or specifically their Demand-Side Platforms, evaluate ad potential in real time and decide whether or not to place a bid and how much to bid.
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Performance TV’s real-time reporting leverages the power of Connected TV to show you instantly what’s working (and what isn’t)—allowing you to tweak and optimize your creative for maximum efficiency.
Because the RTB process is so technical, it can be confusing even for those with extensive experience in the advertising industry. Understanding what RTB is and how it works can help you optimize your advertising strategy and benefit your bottom line.
[3] RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising inventory sold, though the results vary by execution and local conditions. RTB replaced the traditional model.
Customizable real-time reporting: Every campaign is different, which is why one-size-fits-all reporting doesn’t offer the insights needed to hit your key marketing metrics. Performance TV offers a powerful reporting suite that offers accurate metrics including ROAS (Return on Ad Spend), a fully customizable dashboard, and full Google Analytics integration to monitor your CTV campaigns alongside other digital marketing channels.
Based on the targeting set by advertisers their DSPs bid on the potential impression. The ad exchange receives ad responses and determines the highest bid that wins the click here auction. The site visitor sees the highest bidder’s advertisement on the ad space that was sold. Real-time bidding is all about communication between separate pieces of software. Without an RTB protocol, this communication wouldn’t be that effective. What’s Inside the RTB Protocol?
As part of the ad process, DSPs often provide their advertisers with additional data from third-party providers and enable them to complement this data with data from advertisers own systems.