How to Make the Most Out of RTB?
In order to see growth using RTB, both the seller and the buyer need to meet the minimum technical requirements for data safety, so that user security does not become a problem. Moreover, both parties should be subject to regular auditing of the data that is collected versus the amount of money spent on advertising.
Yes, RTB can effectively get you a fair price for your inventory. However, you as a publisher should know which part of your inventory is your gold mine. Carefully segment your inventory and take the premium portions to private marketplaces for superior returns.
In order advertisers to make the most out of RTB, there are a few elements that both they, and publishers, need to take into consideration:
Make the right partnership
User data is initially generated by websites and stored by publishers. Hence, it becomes the publishers' responsibility to monitor its flow. Being transparent is one way to avoid any allegations of fraudulent data. If a publisher openly shares a part of their data (like cookie information) with advertisers via SSP and makes sure the advertisers are not involved in data fraud, there will be no confusion around data safety.
Publishers must control the flow of data
Bad actors always seem to find workarounds for ad fraud prevention techniques. However, these frauds can be avoided simply by complying with the ad safety measures.
Consider private auctions for premium inventory
Too many ads are seen to increase the page load time of websites. Also, running too many auctions at a time (RTB, header bidding, and exchange bidding) can result in users waiting longer to access the site. Hence, while running auctions, optimize your site for faster ad serving. However, ad tech is now well-equipped to help publishers with page loading optimization, with techniques such as lazy-loading. With lazy-loading, publishers can show ads to users when they are ready to see them. Hence, these ads don't load with the rest of the content allowing both content and ads optimal time to download on users' browsers.
This doesn't apply to CTV, of course – ads for video content will play pre, mid, or post-roll, so there's no risk of 'overloading' video content with ads that will slow down video playback.
Monitor page loading speed