Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
You ask for the media kit, choose the ad dimensions that fit your budget, and then buy the ad for a certain amount of time. Once time runs out, the ad is taken down.
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After the winning ad is selected, it is displayed on the webpage of the visiting user. The complete process, from user visiting the webpage to the final display of ad usually takes less than 100 milliseconds.
This RTB process ensures that ad inventory is sold at the best possible price fairly and transparently, benefiting both publishers and advertisers by efficiently matching supply with demand.
Direct buying involves advertisers purchasing ad space directly from publishers, and negotiating terms such as price, placement, and duration upfront, thereby guaranteeing inventory and exclusivity based on the agreement.
When you arrive at a site, before the page loads, the site’s publisher sends available ad space dimensions to the supply-side platform.
Real-time bidding allows advertisers to bid on individual impressions. As supplemental information is provided for each offered impression, its perceived value for advertiser can be more precisely calculated, leading to more cost-effective marketing campaigns.
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As a result, header bidding allows publishers to maximize revenue by increasing competition for ad space, which raises the average bid price. If an advertiser wishes to buy high-priority impressions, they will need to pay more for it.
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Demand-side platforms play a similar role for advertisers as SSPs do for publishers. They are automation tools which allow advertisers to effectively manage, analyse, optimize and run their advertising campaigns over many different networks.
Here’s how they differ. In traditional RTB, the program evaluates bid requests from advertisers sequentially — if Buyer 1 here doesn’t meet the floor price, the request moves on to Buyer 2, and so on, until the floor price is met.
A publicidade online é uma estratégia que têm a oportunidade de ser realizada atravfois do uso do diversas plataformas – confira abaixo Muito mais Pormenores sobre cada uma: