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Programmatic direct: This type skips the auction process entirely, allowing publishers to sell directly to specific advertisers at a fixed eCPM.
Some deceitful publishers fabricate impressions to steal from advertisers. One way to combat this is by using a DSP or ad network with fraud detection software.
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Cost-effective for advertisers: When advertisers save money, publishers benefit too. Brands that feel they’re choosing the more cost-effective solution will be more likely to put their trust in publishers using RTB, resulting in less unused ad inventory and increased ad revenue.
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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.
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The difference is that while RTB utilizes programmatic advertising, not all programmatic advertising uses RTB. For example, advertisers can programmatically purchase inventory directly from publishers instead of bidding on an open market with RTB.
Advertisers are persons, brands, organizations and other entities that pay to have their ad content placed on the properties of publishers in order to advertise and promote their products or services to target audience.
Much of this revolution was kickstarted by computers and programmatic buying; today it’s being driven further by a popular advertising technique known as real-time bidding (RTB).
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CPM is what you pay for one thousand people to see your ad. Like an auction, the highest bid from relevant ads will typically win the ad placement.