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The act of buying and selling ad inventory has made great strides over the last few years and will only make greater leaps as the CTV popularity boom continues.
RTB gives advertisers greater control over their campaigns, allowing them to get the most out of their ad spend. In the past, advertisers would target specific websites. Now, advertisers can fine-tune their targeting to specific users rather than casting a wide net of anyone visiting a web page.
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User Visits a Sitio: When a user visits the publisher’s site, the SSP generates a bid request that includes information about the ad space and anonymized data about the user, such as location, device type, and browsing history.
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The lack of a universal cookie alternative for mobile web browsing also limits the growth and feasibility of programmatic ad buying. Mobile real time bidding also lacks universal standards.[17] See also[edit]
User privacy: RTB allows advertisers to home in on specific users, which has created concerns over the security of sensitive user data. Anonymous audience segmentation solutions like Emodo Audiences strengthen respect for user privacy without sacrificing targeting accuracy.