Os Princípios Básicos de Impressões de anúncios
Os Princípios Básicos de Impressões de anúncios
Blog Article
Programmatic direct: This type skips the auction process entirely, allowing publishers to sell directly to specific advertisers at a fixed eCPM.
Some deceitful publishers fabricate impressions to steal from advertisers. One way to combat this is by using a DSP or ad network with fraud detection software.
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Impressions: Impressions refers to the number of times an ad is seen or scrolled past. In the real-time bidding process, advertisers don’t pay for one individual impression, but rather the cost per thousand impressions (CPM).
The important feature of the RTB process is its focus on the users, in contrast to other forms of advertising which can focus on the content and topics of publisher’s webpages.
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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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On the publisher side, RTB can help increase revenue by opening inventory to more buyers simultaneously. Publishers can also gain valuable insights into who is buying their inventory, which can help them determine what to charge for premium impressions to maximize revenue.
A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user's demographic information, browsing history, location, and the page being loaded. The request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads.
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.
Ad fraud: Scammers can use bots to trick ad networks into selling false impressions, which reduces the likelihood of your ad being seen. Using an SSP that verifies media buyers, like Emodo Access, can significantly reduce your risk.
Brand safety: Due to the randomized nature of RTB, there is a chance your content could appear next to content that doesn’t align with your brand.
Ad control: Publishers can fully control who can or cannot advertise on their platform, including having the ability to read more blacklist certain advertisers.