Real-Time Bidding blocks

Real-Time Bidding is a technology used to sell and buy ad impressions based on real-time auctions. RTB lets you maximize revenue from ad impressions, as the most profitable ad is automatically chosen out of all advertisers' ads.

In this type of auction, the sellers are the YAN ad platforms where RTB impressions are enabled The buyers are the DSPs (Demand Side Platforms), which are ad systems that represent the interests of advertisers. The RTB system accepts bids from the DSP and then announces a winner.

Auctions are held in real time. As the user loads a web page, the RTB system simultaneously conducts an auction for ad impressions. A request for ads is sent to all participants of the auction. DSP systems have only a fraction of a second to determine how valuable the ad impression is and make a bid. The winner of the auction obtains the right to display its ad.

An RTB auction can be joined by any number of DSP systems. Currently several DSP systems are already connected to the Yandex RTB system, including those belonging to YandexDirect and the media advertising system.

Advantages of this technology

  • Maximum profit from ad. The ad offer with the highest auction price is selected for each ad impression.

  • The ability to set a price cap. On the ad platform, you can choose one of four traffic management strategies to receive ad blocks at the most profitable rates.

  • Control over the list of advertisers. You can block ads from specific advertisers, and you can assign individual cost per impression thresholds for specific media advertisers.

  • Regional display settings. If you want to limit RTB ad impressions for users from a certain region, you can set a specific CPM threshold.

  • Ads that interest site users. Our RTB uses various types of targeting, including contextual and media ads.

  • Complete traffic monetization. If an auction had no bids that exceeded your defined cost per impression threshold, your site can be configured to display ads from other banner systems, including your own ads. This means that you can realize the full potential of the ad platform at an optimal price.

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