RTB Display Advertising for eCommerce

Introduction

Pay-per-click advertising is not the only powerful advertising option for your ecommerce business plan. If you’re interested in larger display ads like banners, then a combination of RTB display and remarketing is a great option. The following five-article series will provide you with an overview of RTB advertising, remarketing, and demographic segmenting so that you can make the most out of your advertising budget.

What is RTB Display?

What is RTB? Real-time bidding (RTB) is a way to buy and sell display advertising, one ad impression at a time. The system allows you to bid on advertising locations based on which attributes you wish to target. It’s a nuanced system that involves the demographics of individual visitors. For example, if a user visits a website, that website can send a call-out to hundreds of potential advertisers, with information on the visitor’s location and recent searches. If the demographic fits, your website’s RTB technology can bid on the user. The winner will get to display the ad to that particular user. The entire communication takes milliseconds, causing no delay on the front end.

How RTB Advertising Works

Here’s a short explanation of the process that takes place during RTB advertising:

As soon as a user visits a website that has display advertising, the website will make a call to an ad exchange or Supply Side Platform (SSP), which sends bid requests to Demand Side Platforms (DSP) and Ad Networks. Within these networks are thousands of websites who have opted to use RTB technology in their ad campaigns. Each website in the network has an associated set of attributes (demographic needs, etc), which can be vetted against the initial website to see if there’s a match in attributes. These attributes are usually determined by cookies on individual user browsers. Bids are then automatically generated by prospective advertisers based on the estimated value of the matching attributes.

RTB Display Advertising for ecommerce Websites

ecommerce websites are in a particular position to benefit from RTB advertising. If you can get your ad to display on a website that sells complementary services or targets a certain demographic, your returns are likely to be very high. Contact Clarity today if you’d like to learn more. Find out more about Clarity VenturesSee our Enterprise Web portfolio