The introduction of real-time bidding to the ad tech industry has significantly changed the way premium publishers, app developers and advertisers deliver their advertising campaigns. Real-time bidding offers more control to publishers when managing their advertising inventory, including the ability to set price floors. Therefore, publishers should be looking to choose an RTB platform that allows them to maximize ad monetization opportunities for optimum campaign performance.
Este artículo explica el proceso de ofertas en tiempo real (RTB), los tipos de plataformas RTB, cómo funcionan estas plataformas y las mejores plataformas RTB para editores en 2024.
Las 8 mejores plataformas de ofertas en tiempo real (RTB) para editores:
1. Colonia publicitaria
2. Brújula de anuncios
3. Imonomia
4. LiveIntent
5. Magnético
6. OutBrain
7. Smaato
8. Empalmado
¿Qué son las ofertas en tiempo real?
A now integral part of the programmatic advertising process, real-time bidding (RTB) refers to the process of buying and selling ad impressions in real-time. It is an automated auction that allows advertisers to bid on ad space from publishers on a cost per mille (CPM) basis.
Las ofertas en tiempo real permiten a varios anunciantes ofertar por el inventario de anuncios incluso antes de que se cargue un sitio web, y el anuncio ganador se muestra instantáneamente. Todo el proceso dura un milisegundo.
The benefits of real-time bidding are numerous for everyone involved. Real-time bidding is fast, efficient, and cost-effective. For publishers, the benefits include price floor optimization and monetization opportunities for remnant ad units.
The real-time bidding process works in the following way:
- Un usuario hace clic en una página web.
- Before the page loads, the site’s publisher sends the ad space that is available to the supply-side platform.
- La plataforma del lado de la oferta analiza las cookies del usuario para determinar qué anuncios son relevantes en función del historial, los intereses y la demografía del usuario.
- A continuación, la plataforma del lado de la demanda asigna un "valor" al usuario y realiza una oferta en el espacio publicitario basándose en esa información.
- Luego, la plataforma del lado de la oferta elige el anuncio que se publicará en función de la oferta más alta.
- Finalmente, el anuncio ganador se muestra en la pantalla del usuario.
Types of Real-Time Bidding Platforms
For publishers looking to understand, and leverage real-time bidding technology for ad monetization, it is integral to understand that RTB is not a platform in itself, but rather an ecosystem that involves several different platforms working together to manage ad operations.
RTB platforms include supply-side platforms for publishers, demand-side platforms for advertisers, marketplaces such as ad exchanges, data management platforms for data storage, and ad networks that act as intermediaries in the ad serving process.
What to Look For in an RTB Platform
There is no one size fits all strategy for publishers looking to employ an RTB platform. Choosing an RTB platform is subjective and the decision should be based on multiple factors, including the publishing niche, target audience, and dominant ad formats. This being said, there are few things all publishers should consider when choosing their ad exchange technology.
Formatos de anuncios
Publishers should look to choose a platform that suits their advertising campaign needs, or more specifically their ad format needs. For example, publishers looking to serve video ads should look at supply-side platforms that specialize in this type of advertising.
Technical Support
While RTB has significantly streamlined the programmatic marketplace, ad monetization can be technically complicated and may require tech support from time to time.
Publishers should thoroughly research which RTB platforms offer the most tech support by looking at reviews and talking to the platforms directly.
Ad Serving Technology
Perhaps most important of all the considerations is the technological ability to deliver premium demand advertising.
La plataforma debe ofrecer opciones avanzadas de orientación para la publicidad en línea y la capacidad de optimizar los precios mínimos para permitir las ofertas más altas posibles.
Las mejores plataformas de ofertas en tiempo real para editores 2024
Now that you know what to look for in a real-time bidding platform, here are Publift’s pick of the best RTB platforms to use for your advertising campaign in 2024.
1. Colonia de anuncios
Developed in 2011 by mobile developers specifically for mobile publishers, Ad Colony has since grown into one of the largest mobile advertising and monetization platforms in the world.
Ad Colony specializes in HD video advertising and playable technologies, making them a great choice for mobile game developers.
Ad Colony works across both Android and IOS devices.
2. Brújula de anuncios
Ads Compass is a global ad network the aims to work as a conduit for mutual cooperation between multiple sources including webmasters, advertisers, media buyers, and multiple ad networks. Ads Compass has its own ad exchange and self-serve platform, creating an extremely user-friendly UX.
3. Imononomía
Imonomy focuses on in-image advertising and work with over 13,000 publishers in the online space.
Perfect for publishers with a visually rich website, this platform also offers is in-line, in-screen, in-video, and header bidding technology.
Integrating semantic programming theory with contextual analysis technology and Big Data analytics, Imonomy pride themselves on serving all three major market stakeholders in the ad serving process, publishers, advertisers and users.
4. Intención viva
Founded in 2009, LiveIntent specializes in email marketing campaigns. Perfect for publishers with a large email list and ongoing email campaigns, LiveIntent are also looking at solutions to help publishers to monetize without relying on third-party cookies.
5. magnita
Magnite, que anteriormente operaba como Rubicon Project, es una popular plataforma de ventas que se especializa en publicidad en video y en aplicaciones. Ofrecen un envoltorio de oferta principal y un mercado privado.
They offer ten different video ad formats, including linear, vertical, native, and out-stream.
Having worked with big-name clients such as Spotify, Vox, and eBay, they are one of the most trusted names in programmatic advertising.
6. OutBrain
Native advertising platform OutBrain is an industry-recognized leader when it comes to content recommendations for publishers. These content recommendations appear as boxes of interesting content with catchy titles and bright images used to attract readers.
In 2019, Outbrain merged with Taboola and now serves an audience of over 2.5 billion people.
OutBrain generally works with premium publishers who serve high-quality content to their readers. OutBrain’s ad format offerings include interstitial, native, in-stream, and in-article.
7. Smaato
Smaato is another great choice for publishers looking to monetize through in-app publishing on the mobile web.
Smaato is a publisher-centric, multi-offering platform that offers an RTB ad exchange, an ad server for publishers, and a private marketplace.
Working with around 90,000 mobile publishers and app developers, Smaato offers comprehensive support for a wide range of ad formats including native, in-stream, out-stream, and banner ads.
8. Splicky
Splicky es una plataforma del lado de la demanda que utiliza tecnología patentada de publicidad en tiempo real (RTA) para publicar anuncios relevantes en dispositivos móviles, computadoras de escritorio, pantallas DOOH y CTV. Splicky utiliza tecnología programática para garantizar que los anunciantes solo oferten por impresiones que coincidan con sus requisitos de orientación.
Splicky offers a range of ad formats, including banners, interstitials, rich media and video, and a user-friendly interface with a self-serve platform and real-time analytics.
RTB real-time platforms are a central part of the programmatic advertising ecosystem. By leveraging the right RTB platform digital publishers, app developers, and blog owners can join the RTB process and get the highest price possible from the advertising inventory.
RTB platforms simplify the ad buying process and make the whole process fast and cost-effective.
Publishers can look to the above platforms to provide relevant, non-intrusive, ads that don't interfere with the user experience.
¿Quiere empezar con la publicidad programática y el RTB? Póngase en contacto con nuestro equipo experimentado hoy para obtener más información.