How Real Time Bidding Rtb And Rta Works
Management Summary
But what is it and how does real time bidding actually work?
I have 2 recommendations for you:
1. A detailed e-book (in German)
This truly excellent work explains all aspects of RTB clearly and in detail. It is an absolute reading recommendation for every (online) marketer. You can easily download the RTB book here. Here you can also get a nomenclature on RTB Deatls. However, I personally see a stronger distinction between SSPs and AdExchanges than shown in the e-book. How do you see that? Answer me in the comments!
What does RTB bring?
Unfortunately, many actors on the agency and advertiser side are somewhat destroying RTB’s reputation, as almost only the option of booking cheap reach via residual inventory is used. The formula “RTB = cheap reach” has become too entrenched.
In reality, RTB offers companies that are starting to implement programmatic marketing the incredible opportunity to switch to audience targeting instead of contextual placements and thus become incredibly efficient. See also: What is Programmatic Marketing. Significantly more than the standard price is offered for such displays.
2. A cartoon speaks more than a thousand e-books
It really gets to the heart of the (current) reality. Let’s change that!
