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What is a DSP and real time bidding?


Today it is difficult to imagine that there are those who work in the field of Internet advertising and have not heard about Real Time Bidding platform. We are actively exploring the benefits of RTB advertising technology. In this article, we tried to collect as much useful information about RTB as possible and to tell in detail about the technology and about interesting cases of its application.

Real Time Bidding is a technology for purchasing display advertising through an auction, which takes place in real time. The main advantage is the purchase of shows to the necessary target audience, rather than booking traffic on a single site. In our opinion, this is a qualitatively more correct approach to advertising, because, booking a specific site, we carry out impressions on it of completely different audiences by age, income level, and interests (if we are not talking about a highly specialized portal). This approach is also beneficial to users because they see the advertising that suits their interests.

Real Time Bidding technology identifies a user by cookies (the data is anonymous and includes the history of his or her requests, gender, age, geography). The target user is the one who meets the predefined parameters.

The process of collecting information, processing it, organizing the auction itself involves a complex structure. DSP (Demand Side Platform) is a system interacting with SSP, Ad Exchanges and Ad Networks and communicating in the interests of the advertiser. The main objective of DSP is to buy impressions at the best price for the advertiser. For an effective advertising campaign, it is recommended to use multiple DSPs.

Targeting by audience segments deserves special attention since all other targeting is present in a particular volume and with standard media placement. Thanks to the Data Management Platform and Data Exchanges, we are able to target ads to the most diverse audience, taking into account their interests, preferences, etc.

DMP, as mentioned earlier, stores and organizes data about users, forming segments, which are then used by the advertiser. A Data Exchanges collects data and binds it to user profiles. This data is used to improve the segments. The data is distinguished by three types:

  • First-party data: data of the first order, data of the advertiser, registration, history of visits, etc. These may include names, addresses, shopping and breakfast information for them, phone numbers. Usually, they are stored in the advertiser CRM
  • Second-party data: data of the second order, they include the previously accumulated experience of advertising activities – clicks, views, likes, target actions, etc.
  • Third-party data: third-order data is third-party data. Sources of such data can be e-mail services, payment systems, third-party sites, DMP and Data Exchanges.


  • Buying targeted traffic, not site space
  • Accurate targeting allows minimizing the idle time
  • The cost of the show is not fixed by the price of the site; the advertiser sets the value of the purchased audience and, thus, spends the budget more optimally.
  • The technology allows each audience to show their creative banners, resulting in increased CTR, user engagement, and placement efficiency
  • Statistics are monitored online, so that the advertiser can adjust the rates and change banners, improving the effectiveness of the advertising campaign
  • A wide range of reports (by date, by domain, by SSP, by creative, etc.) make it possible to comprehensively analyze the final or intermediate results of an advertising campaign
  • Thanks to a single cookie database, the intersection of the audience is excluded
  • The possibility of purchasing advertising with optimization for both CPM and CPC
  • The possibilities of launching retargeting via RTB allow to get a quick coverage of the target audience by connecting a large number of advertising networks instead of one.