Real-Time Bidding
The Real-Time Bidding technology lets you buy and sell impressions via a real-time auction. The RTB method automatically picks the most profitable offer, maximizing your ad revenue.
Yandex Advertising Network sites with RTB impressions act as sellers in a real-time auction. Demand Side Platforms (DSPs) represent advertisers and act as buyers in the auction. The RTB framework receives bids from DSPs and announces the winner.
The auction is conducted in real time. When a user visits a page, the RTB framework conducts an auction with the winning ad displayed on that page once it loads. The impression request is sent to all bidders. During this millisecond timeframe, DSPs appraise how much an impression should cost and make their bid. The auction winner gets to display their advertisement.
An RTB auction can be joined by any number of DSP systems. Currently several DSP systems are already connected to the Yandex RTB system, including those belonging to Yandex Direct and the display advertising system.
Advantages of this technology
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Maximum profit from ad: The ad offer with the highest auction price is selected for each impression.
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The ability to set a price cap: You can set a CPM floor on the site to receive ad units with the most favorable bids.
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Control over the list of advertisers: You can block ads from specific advertisers by specifying unwanted domains, Bundle IDs, categories, or brands.
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Regional display settings: If you want to limit RTB impressions for users from a certain region, you can set a specific CPM floor.
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Display ads that match your audience: RTB uses multiple targeting schemes, which are applied to contextual ads and banners alike.
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Complete traffic monetization: If an auction had no bids that exceeded your defined cost per impression threshold, your site can be configured to display ads from other banner systems, including your own ads. This means that you can realize the full potential of the site at an optimal price.
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