RTB stands for Real Time Bidding and it’s a method to buy available ad inventory from thousands of publishers. The ad inventory that can be purchased in the RTB system is currently website banner ads and mobile banners. Some industry experts claim that television ads are not too far behind and will eventually be included in the Real Time Bidding system.
Learning from pictures are the best way to express a complex concept like Real Time Bidding. Below is my interpretation of how RTB works, as applied to banner ads.
It’s one layer above the RTB and they are the only one there. They invented the model.
The idea with ClickCertain is leveraging the buying power of the 22 million small businesses, and independent internet marketers in the US alone (not to mention the world), to exceed any minimum requirements the Super DSPs have to access their enormous pool of traffic and cutting edge technology that’s NOT AVAILABLE in SiteScout, or Lean Market or any of the other Small DSPs. What this does is bring enterprise level traffic and auto optimization to the little guy. These are traffic numbers and software previously saved for the Fortune 500 companies and it’s going to be available to us, the small business people and independents.
It’s a very exciting concept because it brings legit, cheap traffic back to those that need it most. It GREATLY enhances our campaign building and lowers the risk of negative ROI from the jump.
There’s a technology concept that you need to understand, so listen up. It’s called the “3 Digital Accelerators”. That’s processing power, memory and bandwidth. As each of these CONTINUES to grow, the half a second becomes longer and longer. It enables you to do more and more in that Point Four Seconds than you could just last year. You can take openly available 3rd party data and append it to these impressions to see if this is the target you really want to show your ads to.
3rd party data is where ClickCertain Real Time Bidding platform really shines!
Did you see the subtle shift here? It’s a shift from site targeting with some geo mixed in, to audience PROFILE targeting. Developing a profile, 45-50 Male who’s shown interest in Internet Marketing and has an income of $150k or greater.
The holy grail of paid traffic is finding the exact person you want to see your ads, NOT getting your ads on a specific site because you THINK that’s where your audience mostly hangs out. That kind of thinking serves ads to people way out of your target demographic, geographic and psychographic. Wasted ad dollars. Thousands, perhaps Millions of them.
That’s exactly why when ClickCertain Real Time Bidding system goes live into Public Beta, you need to experiment with the difference that buying traffic from a Super DSP makes. You can bet your butt your competition is checking this out.