Quanto você precisa esperar que você vai pagar por um bem CPM (Custo por Mil)

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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.

So, advertisers, or specifically their Demand-Side Platforms, evaluate ad potential in real time and decide whether or not to place a bid and how much to bid.

RTB auction is similar to the functioning of financial markets and their exchanges, except that ad impressions are being traded instead of stocks or fixed income securities.

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Real time bidding (RTB) is a form of programmatic advertising that allows for the buying and selling of digital ads in real time. When users go to a website or mobile app, a real-time auction is conducted where advertisers bid and compete for an ad space.

This targeted advertising brings considerable benefit for the advertisers and is the reason why we often see ads for stores that we may have visited earlier but have not converted at the time, “following” us as we visit other web sites.

That means that if the ad isn’t effective, the cost per action may be higher. Since display advertising is dynamic, and based on pricing models like CPM, this allows advertisers to change course during a campaign and gives brands greater flexibility to optimize campaigns and maximize the efficiency of their budget.

Still not sure whether you should sell or buy ad space through real-time bidding? We go over the pros and cons below.

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A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user's demographic information, browsing history, location, and the page being loaded. The request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads.

Ad fraud happens when scammers (or any parties with ill intent) try to trick digital ad networks by falsifying impressions and clicks using bots. Obviously, bots aren’t real people — so they aren’t potential buyers you can eventually convert into customers.

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.