What are the differences between RTB and direct buying in advertising?

What are the differences between RTB and direct buying in advertising?

RTB, or Real-Time Bidding, is an automated process where advertisers bid for ad space in real-time, while direct buying involves negotiating and purchasing ad space directly from publishers.

Which method is more cost-effective?

RTB can be more cost-effective due to competition driving down prices, but direct buying may offer better rates for bulk purchases.

What are the advantages of using RTB?

RTB allows for precise targeting, real-time analytics, and the ability to adjust bids based on performance, making it highly flexible.

Are there any downsides to RTB?

Yes, RTB can lead to ad fraud, higher competition for popular spaces, and sometimes less control over where ads appear.

When should I choose direct buying over RTB?

Choose direct buying when you want guaranteed placements, long-term partnerships, or when targeting niche audiences.