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Publishers sell, manage and optimize their online ads inventory with the help of the supply-side platforms. SSP dashboards allow publishers to control many aspects of their campaigns, including position, formats of ads, price per impression and other parameters.

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Again, real-time bidding revolutionizes the way digital ad spaces are bought and sold, leveraging technology for instantaneous auctions. Here’s a breakdown of the process:

Advertisers Bid via DSP: Interested advertisers, through their DSPs, place real-time bids on the ad impression based on how valuable they believe it is to their advertising goals.

The DSP will then determine if the user meets the parameters outlined in the campaign. If so, the DSP will submit a bid.

Real-time bidding can be compared to a stock market, where the amount of demand at the moment determines the price of a stock. With real-time bidding, publishers set the floor price for an ad, but the demand still determines the final price.

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All the requests and responses are managed automatically by the RTB algorithms running under the hood of SSPs, DSPs, and ad exchanges. Those algorithms send and receive RTB data, complete transactions, and deliver the ads to be shown on ad spaces. The ‘common language’ that SSPs, DSPs, and RTB exchanges use to talk to each other is called RTB protocol. It’s a standard communication protocol that defines how bid requests and responses should be written and what data they should contain. RTB Doesn’t Equal Programmatic Advertising

Ad fraud happens when scammers (or any parties with ill intent) try to trick digital ad networks by falsifying impressions and clicks using bots. Obviously, bots aren’t real people — so they aren’t potential buyers you can eventually convert into customers.

2Advertisers bid based on their interest and how the passed data measures up against their targeting parameters — the higher the demand, the higher the price.

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Your DSP determines that the impression fits your parameters, so it places a bid in the exchange. If your offer meets the floor price, you win the auction, and your ad appears to the user. If not, the bid continues to the next buyer on the server.