THE AUCTIONING AUCTIONING PROCESS PROCESS THE Real time bidding exchanges like DoubleClick AdExchange handle billions of bids per day and responds to every bid in under 100 milliseconds. How is this possible?:
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AD SPACES metrics such as ad size are sent out as cookies.
UNSOLD
PUBLISHER’S AD SERVER delivers ad creative to fill the ad space.
4
AUCTION STARTS
5
SUPPLY SIDE PLATFORM (SSP)/EXCHANGE sends cookies to demand side platforms (DSP) on unsold ads.
ATD
DSP #2
100 MILLISECONDS
Quantcast submits bids within 2 ms 98% of the time.
DSP #3
$2.00
$4.00
AUCTION ENDS
AUCTION ENDS the winner only pays one cent above the runner-up’s bid.
$4.01 PUBLISHER
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In a browser or web app, a user requests to view a web page on a computing device.
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Specifics of the available ad space (size, dimensions, format) are forwarded to the SSP/Exchange so an auction can occur.
3
The website publisher (example: Huffington Post) can deliver the ad creative from pre-sold inventory or auctions.
4
The SSP/Exchange informs the DSP that there is available ad space inventory on the page the user requested.
5
The RTB occurs extremely fast. To successfully participate in the bid, the RTB must have the capability of executing the auction at such demanding speeds. Not all RTBs can do this, allowing marketers to miss opportunities.
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Upon conclusion of the auction, the DSP is informed of the result and delivers the correct ad creative to the publisher's ad server.
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The publisher's ad server delivers the ad creative with the requested web page. The entire process and billions like it occur within milliseconds every day.
Not all DSPs can listen to the billions of ad auctions that occur each day.
$5.00
6
1
REAL-TIME BID (RTB) AUCTION must be completed within 100ms.
DSP #1
AUCTION
3
PRE-SOLD
HOW IT WORKS
USER visits a web page.
$3.00 Late bids disqualified
WEB PAGE WITH AD CREATIVES from publishers pre-sold inventory and auction winner diplayed on final page build.
GLOSSARY OF TERMS ATD DSP RTB SSP
Agency Trading Desk Demand Side Platform Real-Time Bid Supply Side Platform