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| Real-time bidding ： ウィキペディア英語版 |
Real-time bidding
Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.〔(【引用サイトリンク】title=Mobile advertising Real-time Bidding (RTB): it works because it scales )〕 With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site.〔(【引用サイトリンク】title=Parks Associates: RTB will change online display advertising )〕 Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks by granting the user access to a multitude of different networks, allowing them to create and launch advertising campaigns, prioritize networks and allocate percentages of unsold inventory, known as backfill.〔(【引用サイトリンク】title=Increasing Mobile App Revenue with Mobile Ad Servers )〕
Real-time bidding is distinguishable from static auctions by how it is a per-impression way of bidding whereas static auctions are groups of up to several thousand impressions.〔(【引用サイトリンク】title=Are Ad Exchanges and Real Time Bidding The Next Big Thing? )〕 Overall, when compared to static auctions, RTB is more effective for both advertisers and publishers in terms of advertising inventory sold.
==How it works==
A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user’s demographic information, browsing history, location, and the page being loaded.〔(【引用サイトリンク】title=Real-time bidding for mobile ads: promising in the short term, questionable in the long term )〕 The request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads.〔 Advertisers bid on each ad impression as it is served.〔(【引用サイトリンク】title=YuMe )〕 The impression goes to the highest bidder and their ad is served on the page.〔 This process is repeated for every ad slot on the page.〔 Real time bidding transactions typically happen within 100 milliseconds from the moment the ad exchange received the request.〔
The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign.〔 The criteria for bidding on particular types of consumers can be very complex, taking into account everything from very detailed behavioural profiles to conversion data.〔 Probabilistic models can be used to determine the probability for a click or a conversion given the user history data (aka user journey). This probability can be used to determine the size of the bid for the respective advertising slot.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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