How OpenRTB Boosts Ad Results and Performance for Advertisers?
The Open Real Time Bidding (RTB) Display traffic serves as a bridge, connecting the supply-side platform with the demand-side platform and other ad marketplaces. In the online advertising world, several platforms are involved in programmatic advertising. In order to ensure constant, authentic data flow across these platforms, the IAB Tech Lab has developed the OpenRTB protocol.
What role does OpenRTB play in today’s ad network?
The OpenRTB enables the exchange of communication and performs digital transactions over real-time auctions.
Let’s see the key roles of OpenRTB that have influenced the ad network.
- It helps to follow a Standardized Communication process that can be followed by various programmatic entities to seamlessly interact across all platforms without the need for custom integration for each partner.
- It enables Real-Time Bidding, where instant buying and selling of ad impressions can occur. It develops an automated auction scenario where bidding happens in milliseconds while providing all the necessary details to the bid participants.
- This protocol ensures Data Transparency and Trust by implementing specifications like ads.txt and sellers.json files for sharing data files. This helps restrict fraud and ensure reliable information flow.
- This helps to facilitate Advanced User Targeting by ensuring advertisers are fed with all the necessary information about the users' demographics, location, and app/site content details. This helps the advertisers with bidding decisions and precisely target their relevant ad audiences.
- This encourages and supports New Advertisers & New Ad Formats by keeping the system updated regularly for all new formats. This adaptability feature helps to stay relevant and supportive towards the fast-changing ad world.
Benefits of Real-Time Bidding and Auction Transparency
The use of the RTB model is beneficial for advertisers, publishers, and also for budget and performance optimisation.
- For advertisers, it helps to target audiences precisely that are relevant enough to their ad, and thus reduces budget wastage by not catering to uninterested users. It also helps to perform Real-time bidding based on live performance.
- For Publishers, it helps to access a larger network of bidders and get maximum revenue by closing deals with the highest bidder. This also helps to maintain better inventory control and increase operational efficiency.
- For the Ad Network, this offers a fair ground for data transparency and clear auctions, making the user experience better.
Why RTB should be trusted in an Ad Network?
The RTB platform implements strict measures across various platforms for an authentic, transparent experience.
- Brand Safety ensures ads appear only on relevant content, not with any obsolete content. The platform includes proper integration and double verification to restrict any fraud.
- Traffic Quality is driven by quality traffic that is real humans and has real intent towards the brand, which is filtered based on the demographic, location, and context.
- It prevents fraudulent actions by restricting malicious activities and fake imprints on ads. It also ensures the legitimacy of the app or website domain declared in the auction platform.
How does OpenRTB improve your ad campaign performance?
The OpenRTB enhances the ad campaigns by providing a platform for real-time bidding, which helps to target relevant users, increase efficiency, reduce manual negotiations, and focus on real value-added tasks. And, it also enables access to larger inventory groups across various devices and formats.
For more info on Real-Time bidding and how to boost your ad campaigns, connect with 3Mads.