What is RTB? And why you should use it…

Problem: An advertiser wants to reach a specific type of consumer via an ad on a publisher site, a publisher wants to sell that ad space to the highest bidder, and, a consumer wants to browse the publisher’s site and be targeted with ads that are relevant to him. What is the most efficient way for this to happen?

Answer: Programmatic RTB

How does it work?

Let’s look at an example, you open a browser and visit your favourite news site. The information about the page you are on plus information known about you is automatically passed on to an ad network, ad exchange or supply-side platform (SSP.) The ad that appears before you is directly targeted based on your wants, needs, location, etc. and was auctioned off to the highest bidder looking for a customer such as yourself. RTB carried out the auction by automatically selecting the highest bidder and serving the ad to you. These auctions are held in the milliseconds it takes for a web page to load. So programmatic RTB is a means by which advertising inventory is automatically bought and sold on a per-impression basis.

There are two ways to plug into an RTB engine:

Demand – Buying traffic via a demand-side platform (DSP) which is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface

Supply – Selling traffic via a supply-side platform (SSP) which is used by publishers to maximize their earnings and offer inventory for sale to multiple ad exchanges and DSPs, directly.

Currently ExoClick allows demand-side for advertisers via our RTB engine giving advertisers access to 5.5 billion daily impressions of high quality direct traffic sources across our global network of publisher sites.

Advantages to advertisers using ExoClick’s RTB

  • Bid on single impressions – The use of RTB means that advertisers no longer have to purchase display ad space for a set amount of money over a set period of time on a website they assume will bring it traffic, as with CPM. Instead ads can be specifically targeted to relevant people across a wide range of sites, and budgets can be managed in real-time.
  • Automated bidding – Our technology selects the highest bid in real-time, if you win the bid we deliver your offer right to the site that your customer is viewing. The process happens in milliseconds.
  • Go totally programmatic – Plug in your own programmatic ad buying tools/automation software and pair it with ExoClick’s targeting features and automisation tools for even greater optimisation.

Find out more about how RTB can increase your ROI by clicking here or email rtb@exoclick.com


Giles Hirst