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Real-time bidding is the driving force behind most programmatic advertising campaigns. Programmatic advertising is “the automated process of purchasing and selling online ads.
Here, you have a ton of ads waiting to be bought and sold to the most relevant and highest bids. Google Ad Manager includes an ad exchange, formerly known as DoubleClick Ad Exchange.
The act of buying and selling ad inventory has made great strides over the last few years and will only make greater leaps as the CTV popularity boom continues.
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Due to the nature of RTB, there is a risk your ad may appear on a site with content you wouldn't want your brand associated with.
Because you don’t get to hand-pick publishers through real-time bidding, there’s the very real chance your ad might be seen by bots instead of real people. The rising sophistication of bots can also cause brands to gather inaccurate data on their campaigns.
Caso prefiras utilizar uma campanha ou 1 conjunto do anúncios existente, aprende a produzir um anúncio moderno com uma campanha existente.
Publisher: The publisher is the website or online property that wants to sell ad spaces, often referred to as “ad inventory.”
Programmatic digital advertising can be complicated, but we're here to help. Discover how to do programmatic advertising, how it works, and why it's so important
What is an ad server and how does ad serving work? Find out answers to these questions as well as ad server benefits for ad networks.
Ad fraud: Scammers can use bots to trick ad networks into selling false impressions, which reduces the likelihood of your ad being seen. Using an SSP that verifies media buyers, like Emodo Access, can significantly reduce your risk.
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Publishers worry that RTB will enable brands to pay them less for their inventory. However, by selling their impressions to the most relevant and motivated advertisers, the RTB auction helps publishers earn the highest price per impression. With real-time bidding, publishers monetize their media better because they can: Virtually trade with unlimited advertisers to minimize unsold inventory.