Programmatic RTB

Real Time Bidding

RTB allows display inventory to be purchased by the individual impression through a bidding system that unfolds in the milliseconds before a webpage is loaded by a consumer. The targeting and cost efficiency opportunities presented by RTB are making it a revolutionary force in the online advertising landscape

• The publisher provides its inventory to an Ad Exchange, who is responsible for holding an auction, during which the DSPs, on behalf of the advertisers, will place a bid on each impression.
• The value of the bid is based on the value of that impression, as determined by the advertiser’s parameters with the DSP.
• The bidding process ensures that each impression is sold at the maximum price, as dictated by real time market demand.
• Once the bidding is completed, the winner is chosen and the ad is served on the publisher’s website.
• The eco system as shown above screen shot has buyer side (DSP) and seller side (SSP), the buyer side has OpenRTB client and sell side has OpenRTB server.
• For example, when the user (consumer) visits a site, the ad request (with bid) from publisher is send to buyer side and to seller side through OpenRTB medium.
• The ad response is given from seller side according to bid response received from buyer side, based on the auction the ad will response from seller side to buyer side and finally shown to the user (Consumer).

Ad exchange Platform for Automated Ad Buying and Selling

Advertisements are commonly distributed using a platform called ad server and when the platform is integrated with RTB network, it can buy or sell the ads from third-party ad exchanges. The programmatic advertising also implies the same process of enabling the RTB techniques in both advertiser and publisher side to perform automated buying and selling of digital advertisements. The method is followed using a platform called DSP which has the advertiser ads and campaign details of created advertisements. The promoters can bid on the selective ads and purchase it from online ad exchanges.

The SSP (Supply Side Platform) technique allows publishers to sell their ad inventories through the ad exchanges. This process of advertising benefits the users to advertise efficiently at the right price and at the right time. The importance of choosing programmatic advertising platform is it can enhance the business development of an organization or a team business.

Features

• Targeting: When an adserver is enabled with programmatic advertising platform, it can monitor the demographic change, browsing behavior and interests of a particular customer and deliver related advertisements on real time. The targeting feature can work seamlessly across various devices and deliver the ads automatically.
• Retargeting: The retargeting or remarketing can target a specific customer who had made a conversion on the advertiser ads. This feature places a cookie on the customer browser and publishes the ads by capturing the browsing data.
• Insight generation:  The programmatic campaign is efficient to avoid fraudulent traffic and low quality advertisements during ad delivery. Advertisements are published based on the performance, visibility and brand security of each advertiser and publisher.

Consulting Services

As a leading provider of advertising technologies, we assist our clients in step by step development of a programmatic ad serving platform. Our consulting process is widely categorized as requirement gathering, planning, and determining the right ad exchange, stages of development and product maintenance.

• Requirements gathering: We collect the necessary requirements from customers to develop a required platform. All the requirements are furnished based on the improvement of project management and customer revenue.
•  Planning: The developers are involved in creating an outline of the project and in analyzing the structure of the platform development.
• Determining the right ad exchange:  An ad exchange assists in buying or selling of digital ad inventories across multiple ad networks. To integrate an ad exchange, we analyze our client business requirements and identify a suitable third party ad exchange platform and integrate with the programmatic ad server.
• Stages of development:  The project development involves in designing, coding, implementation, testing, and maintenance. In all steps, the professional developers are involved in producing an expected output. Our clients are updated at regular intervals to understand the progress of the ad server development.
• Product maintenance:  The maintenance is performed before and after the stages of product delivery. We assist our clients in accessing the platform and to progress their required task. Our manuals and user guides will aid the users to access the functions faster and perform the process. We are ready to offer paid support for our clients even after the delivery.