Os Princípios Básicos de Publicidade online
Os Princípios Básicos de Publicidade online
Blog Article
Advertising a unique product or a new category can be one of the toughest challenges for any marketer. Take Onewheel, for example. They’ve created a groundbreaking single-wheel electric skateboard that everyone loves once they see it, but it’s not something people know to look for. That’s where the challenge lies – how do you reach those potential customers?
A publicidade online é um formato estratégico de que possui o intuito do influenciar consumidores a comprarem os produtos de determinada marca.
Real-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.
To dispel the most widespread misconception, we should emphasize that programmatic media buying (or advertising) is a much broader concept than real-time bidding. It’s an umbrella term for three types of automated digital ad space trading: Programmatic direct doesn’t require you to participate in any auctions at all.
If the advertiser has the highest bid in the auction, their ad is displayed on a publisher’s website or mobile app.
Other important advantages of DSPs for advertisers include expanding their geographical reach and advanced options such as frequency capping (controlling the maximum number of times a user sees the same ad).
Also interacting with Ad Exchanges are Ad Networks which aggregate ad inventory on ad exchanges, segment it according to demographics, context and other criteria and sell it to advertisers for commission.
Still not sure whether you should sell or buy ad space through real-time bidding? We go over the pros and cons below.
Payment Processed: The advertiser pays the agreed bid price through the DSP. The SSP then collects the payment, deducts its fee, and remits the remainder to the publisher.
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Much of this revolution was kickstarted by computers and programmatic buying; today it’s being driven further by a popular advertising technique known as real-time bidding (RTB).
Next, the demand-side platform assigns a value to the user and places a bid on the ad space based on that information.
In RTB programmatic, the RTB auction is the core process. It ensures that the highest bidder wins an ad impression on the publisher’s media. It's also called get more info an open auction since any publisher and advertiser can participate in it. The platform that hosts open auctions is called RTB exchange or ad exchange. It communicates with supply-side platforms (SSPs) — software used by publishers, and demand-side platforms (DSPs) — software used by advertisers. From SSPs, ad exchanges collect data about impressions available for sale in the form of bid requests. From DSPs they solicit bid responses showing how much companies are willing to pay for their banner or video to appear on the suggested ad space.
Ad control: Publishers can fully control who can or cannot advertise on their platform, including having the ability to blacklist certain advertisers.