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Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. through using floor prices.
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Is programmatic advertising different than real-time bidding? There is some overlap, but the words RTB and programmatic can’t be used interchangeably. Programmatic advertising is a form of purchasing ads that utilize technology to automate and streamline the process. However, programmatic advertising isn’t completely automated, as there needs to be a person to define the parameters of the advertising campaign, such as target audience, geographic area and desired ad format (video, native, display, etc.
Editor's note: This post was originally published in March 2021 and has been updated for comprehensiveness.
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Real-time bidding has become one of the main parts of modern online advertising, surpassing previous, less efficient ways of connecting online publishers and the advertisers.
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Further, Performance TV allows you to track the entire customer journey with Verified Visits™ technology. This model allows advertisers to see how a customer behaves after watching the ad—from visiting and engaging the website to making a purchase—regardless of what device they use to take their next steps.
Through analysing results of marketing campaigns on individual or aggregated impressions, advertisers can gain important insights on important drivers for their KPIs.
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Standing apart from other CTV platforms, Performance TV doesn’t co-mingle inventory with traditional video inventory to garner more impressions for advertisers or drive down costs. If you pay for TV inventory, you get TV inventory.
Optimizes programmatic campaigns by providing dynamic targeting parameters and access to premium inventory
It’s important to note that advertisers don’t pay for each individual impression. Instead, publishers charge based on eCPM, or the cost per thousand impressions.