ANALYSIS OF RTB PLATFORMS FOR AUTOMATING THE PURCHASE AND SALE OF MEDIA CONTENT
DOI:
https://doi.org/10.17721/ISTS.2020.4.11-18Keywords:
media content, RTB platforms, advertising platforms, program advertisingAbstract
In the article analyzes RTB platforms for automating the buying and selling of media content. According to the results of the analysis, the purpose of scientific research is formed, which consists of the analysis and substantiation of the expediency of using DSP-SSP platforms. For achieve this goal, an analysis of Programmatic and RTB platform technologies, the advantages and disadvantages of auctions and direct procurement, the order of operation of the DSP and RTB auction was conducted. In the article found that RTBs interact with advertising sites or exchanges that sell their inventory, advertisers or agencies interested in buying this inventory, as well as site visitors. In the article determines that, unlike the old model of media purchases, RTB does not put up for sale an advertising place, but advertising materials for a very specific visitor, which makes it possible to buy only the target audience. It turned out that the interests of sites at the auction represent Sell Side Platform (SSP). Where through the SSP, the sites auction their advertising inventory. Thanks to SSP, website owners automatically sell ad impressions to a large number of advertisers at the maximum price. In SSP stores information about advertising platforms, ad formats, and information about site visitors. The focus is that at the same time, the interests of advertisers at the auction represent Demand Side Platforms (DSP). It was found that DSP simplify the process of buying advertising on a large number of advertising exchanges, allow flexible control of the price of impressions and customize advertising campaigns, collect bids, settings and creative's of all advertisers participating in the auction. It is concluded that, according to eMarketer, programmatic advertising is gaining popularity in the Ukrainian media market. The authors identified the advantages and disadvantages of using DSP. The attention is focused on the advantages, which include: high efficiency; Use of CRM or DMP data management platforms precise targeting capabilities; support beyond traditional customer support of the same network; high quality inventory. Deficiencies to which are assigned are identified – high cost and complexity.Downloads
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