Real Time Bidding Algorithm : The Engine Powering Programmatic Advertising
The online advertising market has undergone a complete transformation in the past decade. Advertisers are no longer reliant on individuals manually inserting advertising or making assumptions about which should be served where. Instead, automated systems driven algorithmically in a fraction of a second determine where the advertisements should appear. At the heart of the technology behind such efficiency and data-driven online media buying are the real time bidding algorithms. Understanding the Concept of Real-Time Bidding Real-time bidding (RTB) revolutionized online advertising with the idea of an auction in which ad impressions were bought and sold in real-time. With real-time bidding auctions , advertisers bid competitively to show their ads to target audiences so that each and every impression can have measurable value. The real time bidding algorithm works like an invisible broker, scanning massive sets of data, from demographics and user behavior to contextual suitabilit...