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menu-item-object-page menu-item-30953"><a href="https://e-dialog.group/social-engagement/">Social Engagement</a></li> </ul></div> </li> </ul><div class="o-search"><a href="#" class="js-open-search"><i aria-hidden="true" class="fas fa-search"></i></a></div></div><style>#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:before{content: url(https://e-dialog.group/wp-content/uploads/2022/02/e-dialog-wirsind-menu.svg) !important;}#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:after{background-image: url("https://e-dialog.group/wp-content/uploads/2023/08/e-dialog-kontaktbox-new1.jpg");}</style></div> </div> </div> </div> </div> </div> </section> </div> <style>.bg-color-post {background-color: #0d5699;}.bg-color-success-story {background-color: #081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Wie funktioniert Real Time Bidding (RTB) und RTA?</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap_165.png" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>Wie funktioniert Real Time Bidding (RTB) und RTA?</h1><p class="author">von Siegfried Stepke</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">07. Dezember 2014</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 2</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Real Time Advertising (RTA) und Real Time Bidding (RTB) sind in aller Munde. Der Wachstumstrend ist ungebrochen - bald wird die Mehrzahl aller Display-Buchungen darüber laufen:</p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="25501" class="elementor elementor-25501" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-513588f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="513588f1" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3fdbd276" data-id="3fdbd276" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-85ab53d elementor-widget elementor-widget-image" data-id="85ab53d" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="600" height="448" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20448'%3E%3C/svg%3E" class="attachment-large size-large wp-image-22763" alt="" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/us-programmatic-share.gif" /><noscript><img fetchpriority="high" decoding="async" width="600" height="448" src="https://e-dialog.group/wp-content/uploads/2022/02/us-programmatic-share.gif" class="attachment-large size-large wp-image-22763" alt="" /></noscript> </div> </div> <div class="elementor-element elementor-element-3db0dbce elementor-widget elementor-widget-text-editor" data-id="3db0dbce" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Doch was ist das und wie funktioniert Real Time Bidding eigentlich?</p><p>Ich habe 2 Empfehlungen für Sie:</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-d26f631 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d26f631" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bc3cf29" data-id="bc3cf29" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-cf27dd4 elementor-widget elementor-widget-heading" data-id="cf27dd4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">1. Ein ausführliches e-book (in Deutsch) </h2> </div> </div> <div class="elementor-element elementor-element-20233ca elementor-widget elementor-widget-text-editor" data-id="20233ca" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieses wirklich ausgezeichnete Werk erläutert alle Aspekte von RTB gut verständlich und im Detail. Es ist eine unbedingte Leseempfehlung für jeden (Online) Marketer. <a href="http://rtb-buch.de/" target="_blank" rel="noopener">Hier kann man das RTB-Buch einfach downloaden</a>. <a href="https://e-dialog.group/blog/display/rtb-deal-nomenklatur/">Hier</a> erhalten Sie außerdem eine Nomenklatur zu RTB Deatls. Allerdings sehe ich persönlich eine stärkere Abgrenzung zwischen SSPs und AdExchanges als im e-book dargestellt. Wie sehen Sie das? Antworten Sie mir in den Kommentaren!</p> </div> </div> <div class="elementor-element elementor-element-c6a76ab elementor-widget elementor-widget-heading" data-id="c6a76ab" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Was bringt RTB? </h3> </div> </div> <div class="elementor-element elementor-element-7be8b87 elementor-widget elementor-widget-text-editor" data-id="7be8b87" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Leider wird von vielen Akteuren auf Seiten der Agenturen und Advertiser der Ruf von RTB etwas zerstört, da fast nur die Möglichkeit billige Reichweite über Restinventare zu buchen genutzt wird. Die Formel “RTB = billige Reichweite” hat sich zu stark verankert.</p><p>In Wahrheit bietet RTB für Unternehmen, die Programmatic Marketing beginnen umzusetzen, die unglaubliche Möglichkeit, statt auf Kontext-Platzierungen auf Zielgruppen-Targeting zu wechseln und damit unglaublich effizient zu werden. Siehe dazu auch: <a href="https://e-dialog.group/blog/display/was-ist-eigentlich-programmatic-marketing-und-programmatic-buying/">Was ist Programmatic Marketing</a>. Für solche Einblendungen wird auch wesentlich mehr als der Standard-Preis geboten.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-be73f47 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="be73f47" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0761f68" data-id="0761f68" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-c15f10f elementor-widget elementor-widget-heading" data-id="c15f10f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">2. Ein Cartoon spricht mehr als tausend e-books </h2> </div> </div> <div class="elementor-element elementor-element-f59cc36 elementor-widget elementor-widget-image" data-id="f59cc36" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="600" height="430" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20600%20430'%3E%3C/svg%3E" class="attachment-large size-large wp-image-22765" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap.jpg 600w, https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap-300x215.jpg 300w" data-lazy-sizes="(max-width: 600px) 100vw, 600px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap.jpg" /><noscript><img decoding="async" width="600" height="430" src="https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap.jpg" class="attachment-large size-large wp-image-22765" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap.jpg 600w, https://e-dialog.group/wp-content/uploads/2022/02/rtb-dontbuythecrap-300x215.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" /></noscript> </div> </div> <div class="elementor-element elementor-element-0c9489e elementor-widget elementor-widget-text-editor" data-id="0c9489e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Der bringt die (aktuelle) Realität wirklich auf den Punkt. Ändern wir das!</p> </div> </div> <div class="elementor-element elementor-element-34f7f11 elementor-widget elementor-widget-heading" data-id="34f7f11" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Fragen Sie uns gerne, wie Sie mit uns eine gewinnbringende RTA Strategie umsetzen können oder wir Ihre RTA Kampagnen umsetzen sollen! <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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