Mobile
RTB exchange has brought about a whole new dimension to
mobile marketing. Wondering how?
Before we look at how real time bidding (RTB) has affected the online marketing
scenario, let us take a quick look at it basics.
In
the past, when a company wanted to advertise a product online, they would
identify the target audience group, study the demographics and identify the age
group. After all these aspects were taken into consideration, a marketing
strategy would be prepared. Based on the strategy, a website would be selected,
and then the actual process of advertising will take place. The advertiser will
contact the website publisher and request for permission and space to display
the advertisement.
These
days, however, the entire mobile marketing process is totally different.
Now, website publishers “broadcast” the number of impressions the sites have on
a real time basis. They advertise their reach and the number of impressions the
websites receive on a real time basis. All this information is generally
provided to the advertisers via an ad exchange that distributes the information
to all the advertisers. Based on this information, the advertisers (in this
case, the buyers) bid for a space on the website to display the website. The
publishers review all the bids they receive and provide the ad space to the
highest bidder. This is how the entire process of mobile RTB exchange takes
place. The entire process could be completed in a matter of few seconds.
There
are two types of platforms that regulate the entire process. They are called
demand side platform and supply side platform. The demand side platform (DSP)
allows advertisers to access different inventories, allowing them to create
multiple advertising campaigns. Supply side platform (SSP), on the other hand,
makes use of all the generated data about impressions and allow media agencies
to customize their bidding.
With
Smartphones becoming more popular, there has been a shift towards mobile
websites. More advertisers are scrambling for space on the mobile apps and
websites. So, the publishers find that bidding is a good way to optimize their
revenue and also ensure the right type of advertisements is displayed to their visitors.
Therefore, mobile RTB exchange creates a win-win situation, both for the
website publishers as well as the media agencies. This method has also brought
about a lot of changes in mobile marketing, which has brought about its
own set of advantages and disadvantages.
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