Real-time bidding (RTB) is a conceptual shift in digital display advertising on a par with the day Google executives met up and said ‘hey, why don’t we build a tool that allows advertisers to pay to have their ads appear at the top of Google search results’. RTB offers advertisers a powerful opportunity to reach consumers efficiently at scale. It moves thinking away from the ‘right’ content through direct site buys to a focus on the ‘right’ user, wherever they may be on the internet. The ability to bid on an individual impression basis is the future of digital advertising and the future is already upon us.
As with any new major concept however, it can be met with confusion and hesitancy as users attempt to comprehend the size and scale of what RTB has to offer an advertiser. At equimedia, our policy of positioning ourselves ahead of the digital curve has seen us working in the RTB space for several years through the Kaizen platform, our in-house agency trading desk. So let us take you by the hand and lead you through the streets of real-time bidding, with our quick-step approach to setting up an RTB campaign.
So there you have it: a few pointers aimed to get you started in the RTB space. This list is by no means exhaustive; however, if you can begin your journey into RTB by incorporating the above points, you will be well on the way to success. These steps will provide you with the solid framework from which you can grow your RTB presence and create ever more complex campaigns.
To find out more about the Kaizen Platform, equimedia’s RTB trading desk, contact us on 01793 715440.