The prices are negotiated on a cost per thousand impressions, so the advertiser isn’t paying based on uptime or even dimensions. Instead, they’re paying for the amount of times, in thousands, that their ad is seen.
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The important feature of the RTB process is its focus on the users, in contrast to other forms of advertising which can focus on the content and topics of publisher’s webpages.
Due to the nature of RTB, there is a risk your ad may appear on a site with content you wouldn't want your brand associated with.
DSPs are directed at advertisers. The technology that powers an ad exchange can also provide the foundation for a DSP, allowing for synergy between advertising campaigns.[3]
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Publisher: The publisher is the website or online property that wants to sell ad spaces, often referred to as “ad inventory.”
A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user's demographic information, browsing history, location, and the page being loaded. The request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads.
It’s a win-win situation where advertisers can target the most relevant users, and publishers can maximize the efficiency of their inventory.
A demand-side platform allows an advertiser to buy ad space and manage their ads. It’s a place for advertisers, who have a demand for ad space. An example of a demand-side platform would be Google Ads.
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