In March we brought you the first in a
two-part series of blog posts about Real Time Bidding (RTB). You can find
the Real Time Bidding 101 post here. Today we will dive deeper into how building an
RTB strategy can be a beneficial piece of a broader mobile strategy for
advertisers and publishers alike.
In an already fast moving ecosystem, RTB
is going to help move mobile inventory even faster. It also gives marketers the
ability to target based on location, demographic information, and context at
scale, thus delivering a highly relevant ad that is targeted precisely to that
individual user.
How RTB helps
mobile advertisers:
Real Time Bidding is a huge win for
those who are advertising on mobile. Since RTB allows marketers to buy ads on
an individual basis, mobile advertisers are able to clearly see which pockets
of traffic are performing well and bringing in higher LTV users. Inversely, it
is easy to reallocate ad dollars that are not proving a solid ROI.
Additionally, RTB happens in real time, meaning transactions are quick and
scalable.
What RTB means for
mobile publishers:
For mobile publishers and developers
that are monetizing their traffic, the benefits of RTB can be just as
advantageous. Exposing quality inventory for advertisers to bid on can foster
competition and drive up bid rates. RTB also helps publishers improve fill
rates on remnant inventory that may otherwise go unfilled at a higher price
point.
With greater demand comes more premium
inventory, and that is a win-win for everyone in the mobile marketing
ecosystem. An RTB strategy should compliment a mobile marketer’s overall
acquisition or monetization strategy. Leveraging data science to deliver the
most relevant, targeted advertising in a scalable way is every marketer’s end
goal, and RTB is a great tool to keep in the mobile marketing toolbox.
No comments:
Post a Comment