With so many different programs to offer to a variety of students, UNT was looking for an advertising channel that was flexible, yet highly effective and could consistently maximize return on investment (ROI). Due to its ability to reach a wide range of audiences and its high level of measurability, Connected TV (CTV) proved to be just what UNT needed.
CPM is the standard pricing model, where advertisers pay a price based on the number of impressions each placement receives in a monthly or quarterly basis.
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Ad Exchanges are autonomous platforms where publishers can sell their ad inventory and advertisers can buy it. Publishers use SSPs to connect to Ad Exchanges and make their ad inventory available on them.
Header bidding is a pre-auction process that allows publishers to simultaneously solicit bids from multiple advertisers or demand sources before calling the ad server, ensuring that they get the highest possible bid for their ad space.
But even for experienced marketers, real-time bidding can be a very confusing concept. So let's break down what RTB is, how it works, and the pros and cons of using it — all while keeping it jargon-free.
To determine what ad inventory to bid on, advertisers will set targeting parameters. For instance, a brand may only want to target users who are in a specific region or have visited their website recently.
Because it’s a method and not a tool, RTB can be achieved on platforms including leading ad exchanges, DSPs, and SSPs. Because of this, finding an ideal platform depends on whether you’re acting as an advertiser or publisher. Examples of platforms include:
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[3] RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising inventory sold, though the results vary by execution and local conditions. RTB replaced the traditional model.
Standing apart from other CTV platforms, Performance TV doesn’t co-mingle inventory with traditional video inventory to garner more impressions for advertisers or drive down costs. If you pay for TV inventory, you get TV inventory.
Here’s how they differ. In traditional RTB, the program evaluates bid requests from advertisers sequentially — if Buyer 1 doesn’t meet the floor price, the request moves on to Buyer 2, and so on, until the floor price is met.
Your DSP determines that the impression fits your parameters, so it places a bid in the exchange. If your offer meets the floor price, you win the auction, and your ad appears to the user. If not, the bid continues to the next buyer on the server.