In RTB (Real Time Bidding) the publisher sets a Price Floor for its advertising spaces , which would be the minimum bidding price, leaving it up to the advertiser to determine the price they are willing to pay to appear in said advertising spaces.
This means that when there is a match between the sale gambling email list price of an advertising space and the purchase price that an advertiser is willing to pay, the transaction takes place and the advertisement is displayed.
As we already explained, all this happens very quickly, automatically within an Ad Exchange or Marketplace, without human intervention.
No purchase orders and no possibility to choose a specific client. We can only say, for example, I want to buy women aged 25 to 30 who live in Miami for $2.
Detailing the process further, we can say that
User data is collected in the form of cookies when the user enters a website, creating a visitor profile.
If the user's attributes match those defined by advertisers or media companies that advertise, the offer is sent.
Companies, together with their media agencies, make an offer to the owners of the inventory, which would be the website and the data providers. In this way, it is guaranteed that impressions are only purchased at the time when they are going to be shown to the user profile of interest.
The offer is sent to all advertisers at the same time, so they can proceed to bid for their ad to appear on that page . There are several bidding options: by banner format , by single advertiser and by floating ad.
The publisher is responsible for receiving all the offers and choosing the one that interests it most. All of this happens very quickly. It is estimated that the time between the advertisers receiving the offer, placing the bid and the publisher receiving the result is between 300 and 500 milliseconds.
Once the winner of the bid is determined, the bidder's advertisement is placed on the website and the company is informed about the publication of its advertisement.
The most remarkable thing about the process is that although it may seem long, everything happens in an extremely short period of time thanks to the immediacy that the Internet allows.
Benefits of Programmatic Advertising
If we compare programmatic advertising with more traditional online advertising models, we will see that it manages to offer different benefits.
Among them we can mention:
User segmentation. Through programmatic advertising and Real Time Bidding, ads can be filtered based on user profiles. In this way, the ad is not only displayed taking into account the medium and profile, but also the user's behavior in the digital environment.
