Programmatic & RTB

blog_auction_imagePromoting a website and marketing it has become a much more complex requirement over the past decade. When advertisements first started to make an appearance on the Internet, marketers would basically pay a set fee to have their content represented through an image, link or other digital format. However, as search engines have become more advanced in determining the best algorithm for search engine results, so too has marketing platforms determined different ways for marketing content. Marketing online now includes something known as programmatic advertising and RTB. RTB, short for realtime bidding for display ads, is a new take on marketing and it is why when you go to market your website or particular product, there is no actual set price tag.

Online Marketing Basics

Before you get into online marketing, you need to understand a few basics. First, the majority of online marketing is based off of PPC. Short for pay-per-click, your advertisement might have a million impressions, but you do not actually pay a cent until someone clicks on the ad. There is a price point for the ad at the moment it is clicked, which means this is the amount of money you need to pay overtime your ad is clicked.

What is Realtime Bidding?

In the online marketing world, different marketing space is more valuable than other marketing space. An ad spot on the front of is going to go for more money than the front of an independent blog. Now, this is no different than some marketing space costing more for the Super Bowl than for a soap opera during the middle of the week. However, the Internet allows this to be taken to the next step. Now, individual keywords associated with the advertisement goes up and down, just like the stock market, based on how popular that particular keyword or display ad is. To explain this further, a set keyword or long tail keyword (several words put together in a search) are going to rise and fall in popularity. For example, if you sell snow sleds through your website, more people are going to search for a sled during the colder, winter months. This means the amount of money you pay to have your programmatic advertisement appear online is going to increase during the winter months because more people are looking it up. However, during the winter during a snow storm, the term might see an ebb and flow, which increases or decreases the amount of money you need to pay for your marketing content. Fewer people might search for a sled at the beginning of the snow storm, which drops the price you pay, but more people might search for one at the end of the snow storm, which increases the amount you pay. Essentially, it all comes down to real time analytics of how popular your keywords and your target demographics really are. The more popular, the more you pay, however, with our targeted expertise and channel partnership, Executive Digital teams will ensure that your programmatic ads are displayed on top sites, targeting only the behavioral and demographic, as well as geographic targeting you are interested in reaching.


This is where RTB comes into play. Now, there are going to be hundreds, if not thousands of other companies that are trying to marketing the same, or similar, products as you. So how does the search engine decide who’s ad goes up and who’s doesn’t? This is where bidding comes in. The marketing agency you go through, whether it is Google, Facebook or a different provider can give you an estimate as to how much it costs for one PPC of the keywords. If you want your add to always appear, you need to increase your bid, which outbids the competition so you ad appears. We can help you make sure your ad always appears, while making sure you don’t overbid or overspend.