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Unlike real-time bidding, which involves selling ad impressions through a single auction, header bidding opens the floor to multiple demand sources at once, potentially increasing revenue for publishers by creating more competition for their ad inventory.

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The backbone of the RTB protocol is a taxonomy. It helps DSPs and SSPs to name and interpret pieces of data in the same way. In addition, the protocol contains rules for what data can be shared and how it can be used to make RTB compliant with data protection laws.

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Real-time bidding has become one of the website main parts of modern online advertising, surpassing previous, less efficient ways of connecting online publishers and the advertisers.

1A user triggers an ad request while using an app. Information about the user, available ad format, and other key factors are passed on to advertisers.

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Payment Processed: The advertiser pays the agreed bid price through the DSP. The SSP then collects the payment, deducts its fee, and remits the remainder to the publisher.

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Real time bidding is a type of programmatic advertising. There are other types of programmatic advertising such as private marketplace or programmatic direct, which offer different controls and functionality for publishers to sell their inventory.

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.

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Ad control: Publishers can fully control who can or cannot advertise on their platform, including having the ability to blacklist certain advertisers.