How Can Publishers Benefit From Real Time Bidding? |
Posted: January 3, 2015 |
RTB or real time bidding is pretty much the future of the online advertising business. The advertisers simply bid at the online auctions for each impression and the inventory is rewarded to the highest bidder. While RTB has existed since several years in the online marketing industry, it has only been a few years that its importance it becoming clear to more and more publishers and advertisers across the internet. In the past the relationship between an advertiser and a publisher had a lot of friction but things have significantly changed due to the introduction of the RTB model for buying and selling ad inventory to the various advertisers across the internet. Everyone’s a winner with RTB as all the publishers need to do is to monetize their ad inventory and they will receive a higher eCPM of the campaign’s performance. Listed below are the various ways how RTB benefits publishers. Deliver More DemandThere is always a limitation on the amount of inventory available for the advertisers. But through the DSP model, it has become insanely simple for publishers to sell more inventories to the advertisers. There is always a demand for more and better ad inventory and RTB smoothly regulates the process of buying and selling and also helping the publishers to easily find advertisers to sell their inventory. Floor Pricing OptimizationWhen setting floor prices for protection against devaluation, there are several things you might want to consider to make sure that no revenue opportunity is missed. You need the relevant data about the various advertisers and the bidding prices. A higher price for your inventory may justify the quality of ad inventory, but one much also check whether the advertisers are even interested to pay a higher price or not. Too high prices can essentially curb the various revenue making opportunities for the publishers. Regulating The Ad Inventory LevelsThe number of ads displayed on a particular website depends directly on the number of users that a website attracts. The amount of editorial content and the various demographics about the audience are an important influencing factor in the ads per page. The audience demographics and the editorial content are constantly fluctuating throughout the day and need to be properly analyzed by the publishers. Real time analytics offered by RTB helps the publishers determine the number of ads they need to publish per page. Increasing AD ImpressionsThe type of content on each website is the major factor that influences the number of users it attracts. If a website regularly posts fresh content that is relevant to its users and interesting to read, a larger number of people will visit the website and stay for long and click through the various ads that get displayed. The quality of the content is directly proportional to the amount and quality of the users on a particular website. Good quality content always generates more and more visitors to your website and increases the click through rates. RTB has essentially become a revolution in online marketing and more and more advertisers are now operating though it. To take this revolution further RTB is now coupled with real time analytics which makes putting the ad in front of the right audiences has become a cakewalk. In the past RTB was ailed by several myths and challenges that questioned its usefulness in online marketing. Nevertheless, it has now become an essential tool for advertisers who do not want to spend their precious money in buying static ad spaces and focusing on publishers rather than the audiences. For more information on RTB you can also visit websites like MediaGroup Performance and others.
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