The Benefits of RTB and Private Exchanges

By Erik Swain, VP of Operations for SpotXchange - MediaPost Publications

The benefits of Real-Time Bidding (RTB) for video are clear for advertisers, but publishers want to ensure that RTB will give them control over their inventory as they have greater access to these buyers and campaigns. In fact, a recent study showed that nearly three-quarters of brand advertisers would increase RTB budgets if they had direct access to publisher inventory via RTB.

For publishers not quite ready for RTB, a private exchange for video might be another option. A private exchange simply allows publishers to select advertising partners that can access their inventory via an RTB integration. Publishers are able to maintain control over the availability, pricing and volume of their inventory while maintaining the direct relationship with the buyer.

RTB is no longer a technology that only benefits advertisers. Both parties win. Advertisers are able to bid on an impression-by-impression basis and publishers can access a new channel of buyers and campaigns, which can increase competition and CPMs.

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