Real Time Bidding - this is the newest and promising technology in the online advertising system. Having conquered the western professional audience, RTB starts gaining ground on domestic markets.
It is predicted that in a few years the share of the system will account for a quarter of the entire advertising market.
How the technology works?
In fact, RTB - a »sale by auction» adads in real time. When a potential buyer starts to load a webpage, the system begins to analyze the request to show ads for the following scheme:
1. The classification of information about the user, time, site;
2. The request for additional data from the stock exchanges and aggregates extensive targeting data;
3. The transfer of the treated material systems advertisers who participate in the auction for the right to display advertisements;
4. obtain information about the winners and their subsequent transfer to the user's browser.
Thus, RTB-technology provides numerous benefits to all parties. For example, the user will be shown an advertisement that best matches his request.
Рекламодатели, в свою очередь, смогут значительно снизить свои расходы за счет точного попадания в целевую аудиторию. Если сейчас им приходится покупать тысячи показов и бороться за места на сайтах, то с системой RTB они смогут определять ценность каждого отдельного пользователя и показа, что значительно оптимизирует весь процесс. Также отпадает потребность сотрудничать с несколькими рекламными системами, поскольку все они будут сконцентрированы в руках одного поставщика трафика.
Himself same site system promises higher incomes, because each ad auction and the show goes on sale with the maximum benefit.
What are the prospects of development of RTB on domestic markets?
Despite optimistic forecasts, the development of RTB-system will hamper a number of circumstances.
1. Определенное нивелирование площадок. Рекламодатель, используя систему, не может отследить эффективность показа его рекламы. Хотя в последнее время в сети появляется информация о разработке соответствующей технологии, что позволит значительно улучшить функциональные возможности RTB.
2. Lack of information about users. Domestic companies are trying to independently collect data on consumers, creating the appropriate framework. This approach severely limits our ability as compared with the West, where this duty is assigned to the individual intermediary companies.
3. RTB-technology does not always guarantee quality traffic.
However, all of the above problems, according to experts, are temporary and will be resolved soon.
Since RTB - a qualitative leap in the efficiency of the advertising business, he was already in the near future will encompass all the great expanses of the Internet.
