Real Time Bidding

Real Time Bidding ( RTB) is a term used in online marketing. It is a procedure that automates the advertisers in the delivery of online advertising in real time (real time) on ad space and ad impressions can offer on the internet. The advertising medium of the respective highest bidder will be delivered per ad impression.

Origin of the realtime bidding

Real Time Bidding has its origin in the auction model to text messages from Google. In the U.S., real-time bidding for quite some time is one of the rapidly growing trend of online advertising market. There Forrester Research has reported a turnover of 353 million dollars over RTB in a study for the year 2010. In 2011, sales are expected to double. IDC predicts in a for the German realtime advertising market generated sales of 168 million U.S. $ in, 2012. Revenues are expected to grow to $ 2016 for 692 million U.S..


Real Time Bidding is a further development of the classic bidding process in the delivery of online advertising through ad server. Here give advertisers even before campaign start general bids, giving you ad impressions are worth on the different sites or in different promotional channels. The ad server receives this information and provides banners then always on the advertising space for which the pre- bid submitted exceeds that of competitors. With real-time bidding, however, can on every single ad impression in real time, so even while the user the respective webpage calls are offered individually - basically like a stock exchange. Here, the Publisher shall determine ( website owner or seller of advertising space ), which billboards they want to sell and what minimum price they want for it. Subsequently, the surfaces with the real-time bidding platform to link, which takes care of the delivery.

In the process of real-time bidding, the average loading time of a website of 2.6 seconds is used and auctioned the advertising space within a few milliseconds. The real-time bidding platform determines the auction price already within 30 milliseconds on average 10 ad networks. The buyer (ie the advertisers ) " asked " at what price they are willing to put in that second to vie for a particular ad impression. Is increased and auctioned in the unit of thousand contact prices ( CPM ). In addition, advertisers can specify a budget (per day, per week, per month) and determine how many impressions of the respective advertisement they want per day.

In the U.S., the bidding process has grown to that not only advertising space alone, but the profile of the user with relevant information as well as the content environment for the placement of importance. Company " Mark " for example, for their site visitors and their searches in order to find them via " retargeting " when visiting other websites again, can further see below under " Benefits ". The following applies: this is the more known about the user, the more valuable it will be ad impression.

When viewed from the technical side, RTB needs new technologies because online ads can be traded not only on advertising marketplaces, but also between the so-called '' demand-side platforms '' ( for example, online media agencies ) and '' supply-side platforms '' (eg, advertising space providers). As many agencies and advertisers need this to access the inventory from a publisher via a technology for real-time bidding or through an ad server, so that really develop competition in the auction for the advertising space. This shows how high the demands of the technology are, for these processes must be identified and analyzed in parallel in real-time. Ultimate aim is to reach the viewer an internet site with exact matching advertising - as in the classic " targeting ".


On the one hand provide publishers ( website owners ) on their corresponding interfaces available inventory, so their advertising space, a. On the other side then give media agencies or advertisers directly from their offers for the desired impression. Did the media agencies previously manually shopped for your customers at different marketers or direct from publishers ad space, this is the real-time bidding process automated through demand-side platforms ( DSPs) settled.

The DSPs allow agencies as well as advertisers, directly to several supply-side platforms ( SSPs ) access. They are technically trading platforms, which combine demand from advertisers under one interface, so as to optimize the purchase price of ad impressions as well as to simplify the booking process and reporting. They do not even offer advertising space, but it is possible to compare the prices with automated ad networks and marketplaces for example, to make a booking decision and participate in real-time auctions for ad space from different sources.

In Germany, among others, Adnologies, AppNexus, Metrigo, RevCloud, Rocketfuel, Sociomantic, Spree7 ( MediaMath ), Turn, YD as demand-side platforms active.

The counterpart to the demand-side platforms are the supply-side platforms ( SSPs ) that are used by publishers to parallel gain access to various advertisers, which then in real time can provide appropriate advertising contacts for them. As a synonym for supply-side platforms and the terminology yield optimizer is called. Mainly the inventory of publishers is bundled and sold, which is not marketed on their own sales or sold by their marketers. The aim is the inventory at the best price within the meaning of the publisher to sell and so to increase the income from the website marketing. Unlike ad networks SSPs act itself any advertising space, so to speak, but occur as a technical intermediary.

In Germany, among others, PubMatic, Rubicon Project, Yieldlab, Improve Digital and AppNexus as supply-side platforms active.

There are also so-called data management platforms, which can merge different data from sites across and it can offer advertisers sophisticated audience targeting, such as retargeting or behavioral targeting. The data originate either from its own data ( First Party Data) or from third-party sources (third party data ), eg by online marketers or social networks.


Through the collaboration of actors in real time bidding creates, among other things, the advantage that advertisers win with the support of optimization and reporting technologies to flexibility. This gives you better control over your campaigns. Publishers, it is possible on the other side to achieve generally higher prices for their ad space when gaining the highest bid for each ad impression. Through the combination of real-time bidding and methods of targeting several other advantages:

Companies can "tag " with cookies and achieve again for example, real-time bidding their site visitors and their searches when they visit other sites ( retargeting ). In real time, the company can now offer to advertising space on the relevant webpage about the visitor, for example, apply a second time specifically appealing and the product previously looking for this. Through this memory effect, the advertising impact of the campaign can be increased.

Another way to find the cookies do not apply it to refine the traded ad impressions with semantic targeting is. Thus users will be addressed by advertising only in the relevant editorial contexts. Fits the advertising on the content of each web page, and thus to the current interests of the user, as is also observed an increased advertising effect.

Knowing which groups of users how to respond to advertising and how the click probabilities can be determined by users, opens up considerable potential for optimization in the individual delivery of online advertising. This is especially true when it comes to users without clicking interested auszusteuern no further advertising and to determine the frequency of commercials, with which an optimal advertising effect can be achieved.


  • Online Marketing