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Class is back in session — are you ready to be schooled? Now that you’re fresh and ready to go after a leisurely summer break, it’s time to embark on a new academic year. But it’s also a fresh start for brands and advertisers — call it a trial-run for Q4, if you will. Dive […]
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Essentially, while all RTB auctions fall under the programmatic advertising umbrella, not all programmatic advertising techniques use RTB. Other types of programmatic media buying include:
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Before the bidding begins, advertisers set targeting parameters, such as maximum bid price and target audience. These parameters are essential for determining which impressions the DSP will bid on.
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Although people often regard RTB as programmatic, it’s only a small part of the programmatic sphere, but a very important part to the extent that it has given a new life to traditional display advertising, especially when taking into account things like geo fencing technology.
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The lack of a universal cookie alternative for mobile web browsing also limits the growth and feasibility of programmatic ad buying. Mobile real time bidding also lacks universal standards.[17] See also[edit]
Advertisers’ bids are sent to ad exchanges, which select the winner of the auction. The final winner is selected at SSP in case the bid request was sent to more than one ad exchange.