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Who’s Afraid of RTB?

RTB remains uncharted territory for many brands and publishers, although it’s been around for a few years. It puts together advertisers, publishers, agencies, ad networks, and exchanges and benefits them all. It’s the fastest and most efficient way to purchase digital inventory. That’s because it lets publishers use up more of their available ad space and allows advertisers to target users in a granular way. RTB offers advertisers a high volume of quality impressions and publishers unparalleled access to brands.

 

There is nothing wrong with the old fashioned and traditional way of direct sales. Using direct sales, publishers count on a predictable revenue stream. In no small way, publishers’ reliance on their agencies emphasizes the human factor, too. If publishers are put off by the fast moving, automated, and seemingly unpredictable world of Programmatic they won’t want to try RTB.

The world of adtech is evolving at top speed, delivering advertisements faster, more accurately, and cutting out human limitations. Publishers that use our RTB platform still get the personal touch with the benefit of 24/7 coverage, every day of the year. As RTB experts, we know you’ll get a much higher volume of advertisers thanks to automation. By taking automated bids for their ad space on the platform, publishers are no longer limited to their agency’s brands and can reach a whole new world of advertisers. In many cases, RTB makes publishers re-think the value of their ad space. These factors are why our publishers use RTB.

On the other side of the platform, advertisers that embrace this technological shift are getting better targeting for their money. Formats such as native ads are making a big difference in user experience, too. People prefer to see ads that interest them and don’t have a “spammy” feel to them. Tailoring ad targeting with RTB can be much more valuable for an advertiser than buying in bulk and hoping for the best. Finally, DMG has fraud prevention tools installed on the platform which protect the advertiser.

 

According to a study by eMarketer, 75% of all programmatic display ads will be mobile by 2017. Facebook and Google lead in these categories with over 50% of the combined total of such ads. But mobile is not the only category to watch, since video is doubling its growth. In the U.S., digital video ad spending is forecast by the same study to grow to 82% one year from now. Meanwhile, in China, it’s mobile programmatic digital display ad spending that’s doubling. More eMarketer data indicates that in 2016, $9-11 billion will be spent. As Programmatic explodes, RTB will have an ever-increasing share in how we deliver the right ads to the right audience. As your trusted agency, DMG can guide you through the world of technology available to you as a publisher or advertiser.


gilshalom
Gil Shalom is Publisher Development Team Lead at DMG

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