Similar to the confusion over the difference between sdk and api, their places within the programmatic supply chain significantly differ and are worth explaining.
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However, in header bidding, publishers can put an impression up for auction across multiple ad exchanges simultaneously. Rather than moving through the buyers one at a time through a single ad exchange, header bidding enables all advertisers to bid simultaneously at the highest priority in the server. Whoever offers the highest bid upfront wins the auction.
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It has become one of the most important parts of modern online advertising, surpassing previous, less efficient ways of connecting online publishers and advertisers.
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Simplifying media buying: RTB eliminates the need to contact individual publishers, so advertisers don’t need to engage in long back-and-forth negotiations before purchasing digital ad space.
This targeted advertising brings considerable benefit for the advertisers and is the reason why we often see ads for stores that we may have visited earlier but have not converted at the time, “following” us as we visit other web sites.
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There are also many considerable benefits of real-time bidding for publishers. One is generation of revenue from remnant ad inventory. With SSP platforms, publishers can also control which advertisers can buy and place ads on publishers’ websites.
Unlike real-time bidding, which involves selling ad impressions through a single auction, header bidding opens the floor to multiple demand sources at once, potentially increasing revenue for publishers by creating more competition for their ad inventory.
Real-time bidding is beneficial for publishers and advertisers alike. Although RTB does play a compelling role within the programmatic niche, programmatic technology extends far beyond just RTB.
By embracing a powerful and comprehensive television advertising platform like MNTN Performance TV, your brand can experience all of the key benefits of real-time bidding—and be prepared to enjoy the powerful features of whatever comes next.