Understanding Real-Time Bidding (RTB) From the Publisher Perspective
Real-Time Bidding, or RTB, is sure to be one of the most frequently used online advertising buzzwords of 2010. Many advertising experts have argued that it is going to fundamentally change the course of online advertising as we know it. It has even been referred to as the next revolution in advertising for the benefits it will provide to all players in the ecosystem—the publisher, the user, and the advertiser.
Real-time bidding allows advertisers to reach the right user, in the right place, at the right time—and assign an individual value to a particular ad impression. Leveraging advanced technology offered by a relatively small but quickly growing number of companies, advertisers place bids on reaching specific users dynamically, and on an impression–by-impression basis.
PubMatic has found that publishers monetizing ad inventory via RTB can receive an increased eCPM because of the improved campaign performance that RTB offers. In the case of one particular US Entertainment publisher, the publisher was able to achieve a 106% increase in eCPM over a six-month period.Download this report