RTB (Real-Time Bidding) is primarily used by digital publishers, app developers, and blog owners to sell advertising inventory and by advertisers (or their agencies) to purchase ad space.
Here's a more detailed breakdown:
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Publishers (Digital Publishers, App Developers, Blog Owners):
- Utilize RTB platforms to offer their ad inventory to a wide range of advertisers.
- Aim to maximize revenue by selling impressions to the highest bidder in real-time.
- Gain access to demand from various sources, including ad networks, demand-side platforms (DSPs), and individual advertisers.
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Advertisers (and their Agencies):
- Use DSPs (Demand-Side Platforms) connected to RTB exchanges to bid on ad impressions.
- Target specific audiences based on demographics, interests, behavior, and context.
- Optimize ad campaigns by adjusting bids in real-time based on performance data.
- Gain access to a vast pool of ad inventory across numerous websites and apps.
In summary, RTB connects publishers looking to sell ad space with advertisers seeking to reach their target audiences efficiently and effectively. It's a central part of the programmatic advertising ecosystem.
