Pros and cons of real-time bidding for publishers

If you are publishers here are some benefits you can gain with the automated auction of ad impressions.

Budget planning

Yes, a lot of companies today pay for ad impressions, but even greater amount have already switched to supply-side platform (SSP) to enable RTB and gaining even greater value. This way they get a precise price and an opportunity to extract value from each impression in real-time.

On the other hand some will say that it’s a little bit insane to provide a publishers with an exact number, that you’re planning to spend and to expect the equivalent value.

No more ad space downtime

Previously unwanted ad space is becoming valuable due to the arrival of target visitor, which triggers a real-time auctions. According to The Econsultancy Online Publishers Report remnant inventory usage increased 1-10% in almost half cases and 10% of publishers indicated that remnant revenue rose by over 50%. And these figures resulted by RTB. And only 5% of publishers didn’t spot the difference.

Precision of settings

With SSP publishers can control RTB campaigns and apply to it all their business rules and limitations for particular unwanted advertisers. And this can be set easier and more specific than traditional blacklists. Publishers always have an ability to set or adjust pricing and to have a better way for management of an entire inventory.

Audience insight

With RTB publishers gaining a better opportunity for analyzing what specific segment of the audience are best performing. This data can be used for further adjustments and targeting to maximize the value of a publisher’s audience and building long-term relationships with high-value customers.

Again, per contra, many think that RTB leads to ad blockers and distrust and that this type of sales exist only due to less satisfactory work of sales and presales. And that usage of RTB isn’t that good if publishers will work on restoring the publisher-advertiser relationship. RTB companies are nothing more but third party in the middle of the process.

Premium inventory management

Publishers can provide premium advertisers with transparency, controls and data protection using RTB.

Thus they can use private marketplaces to encourage advertisers to reach a required amount for exclusive access to the premium segment.

Direct sales

Supply-side platforms provide publishers with a more precise picture of what they are selling, what are their targeting and what price works better. Using RTB campaigns publishers can inform direct sales pricing and strategy.

Bottom line, the traditional process of ad buying involves proposals, human negotiations and manual insertion orders. Programmatic advertising suggests you efficiency, effectiveness, adjustability and less human factor and less time spend. Pro technical is that the traditional process of ad buying involves proposals, human negotiations and manual insertion orders. Programmatic advertising suggests you efficiency, effectiveness, adjustability and less human factor and less time spend. And pro direct relationships, aware publishers, that ask us not to rush into programmatic future until its algorithms are perfect.

 

Want to learn more?

*
*
*

Your message has been sent successfully.

You Might Also Like
17 best advertising podcasts - Admixer Blog

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

17 best advertising podcasts - Admixer Blog
17 Podcasts to Enhance Your Digital Advertising Strategy in 2020

Podcasts are quickly maturing into a content-rich media format, with an abundance of niche programs about advertising. Since the ongoing health crisis prevents us from going to lectures and marketing meetups, a podcast is a great way to stay in touch with your colleagues and the adtech industry.  CMO of Admixer Anna Yatel said: “In […]

Read more
Programmatic Trends 2020 - Admixer Blog

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Programmatic Trends 2020 - Admixer Blog
16 Programmatic Trends Shaping the AdTech Industry in 2020

Programmatic advertising is developing rapidly. According to the eMarketer research, more than 82% of U.S. display ads will be purchased using programmatic in 2020. Programmatic is becoming a dominant model for trading all media types.  Yet, there is a long road for it to cement its positions in the new sectors, like CTV, DOOH, and […]

Read more
Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Quarantine Chronicles: What to Read, Watch and Listen to - Admixer Blog
Quarantine Chronicles: What to Read, Watch and Listen to While Distancing

Coronavirus pandemic has made millions of people turn to remote work. Social distancing may be an effective measure to stop the virus spread but it also leaves us wondering how to spend the extra free time. We’ve asked our colleagues to share educational content that helps them stay sane during the crisis. Check out the […]

Read more
Stay updated with Admixer