<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-5.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Real-time bidding</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">The Basics of RTB</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":997,"date":"2020-10-13T07:54:03","date_gmt":"2020-10-13T07:54:03","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=997"},"modified":"2020-10-20T11:38:26","modified_gmt":"2020-10-20T11:38:26","slug":"the-basics-of-rtb","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/","title":{"rendered":"The Basics of RTB"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69d7b6a596cbb\" data-id=\"69d7b6a596cbb\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-999 {margin-left: -2em; }.wp-show-posts-columns#wpsp-999 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-999\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-1001 post type-post status-publish format-standard hentry category-the-basics-of-rtb tag-ad-placements tag-bid-request-data tag-first-price-auction tag-mobile-advertising tag-mobile-marketing tag-real-time-bidding tag-rtb tag-second-price-auction\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/the-basics-of-rtb\/\" rel=\"bookmark\">The Basics of RTB<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/the-basics-of-rtb\/\" title=\"7:58 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-10-13T07:58:04+00:00\" itemprop=\"datePublished\">October 13, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:41:12+00:00\" itemprop=\"dateModified\">December 11, 2022<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;What is Real-Time Bidding (RTB)?&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">RTB stands for Real-Time Bidding and refers to the automated process of buying and selling ads. RTB, as the name implies, runs in real-time, on a CPM basis, in the form of an auction. This process is facilitated by an SSP (a Supply Side Platform).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The auction process, at its most basic, consists of a publisher (the supplier of the inventory),\u00a0 an SSP (the facilitator of the auction), a <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">DSP <\/span><\/a><span style=\"font-weight: 400;\">(the media buyer), and an advertiser (who wants their ad to be shown).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">At any second in the RTB ecosystem, there are countless bid requests on which DSPs are bidding. The process in which a single ad request is sent, until the end of the bidding process where there\u2019s a winner, takes somewhere between 100-300 milliseconds.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">A bid request, on the user\u2019s side, is the moment in the app just before the ad appears. In many cases, before the ad even appears to the user, the SSP had already run the auction, a media buyer won the bid, and the ad had been pre-cached and will be displayed at the right moment.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The process is automated, it can be programmatic or even ML-based, which allows advertisers to efficiently use their marketing budgets (bidding higher on users most likely to convert, lower on users who are less likely to convert, and dismissing the bid on unfitted users).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">To learn more, read our <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=RTB_BASICS\">intro to programmatic mobile user acquisition<\/a>\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Difference Between RTB and Programmatic Media Buying &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Since RTB uses automatic media-buying, it is, by definition, programmatic, but that does not mean that all programmatic media-buying is done via RTB. RTB utilizes programmatic media buying by bidding in an open market. Having it be a real-time auction is what differentiates programmatic from RTB.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Programmatic, on the other hand, can also refer to directly buying from a publishers\u2019 inventory. The term programmatic solely refers to the fact that the inventory is bought <a name=\"auctions\"><\/a>automatically.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Real-Time Bidding Process &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;First and Second Price Auctions&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">There are different ways in which advertisers can acquire inventory in the RTB ecosystem, through <\/span><span style=\"font-weight: 400;\">the open market part of the RTB ecosystem<\/span><span style=\"font-weight: 400;\">. The two central types of auctions are first-price and second-price auctions.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In a<\/span><b> first-price auction<\/b><span style=\"font-weight: 400;\">, the process is simple: the highest bidder wins the impression for the exact price they bid with. In a <\/span><b>second-price auction<\/b><span style=\"font-weight: 400;\">, the highest bidder still wins, but the price of the bid is decided by the second-highest bid (with a +$0.01 modification). Meaning, if the highest bid was $10 and the second-highest bid was $7, the winner will pay $7.01.\u00a0<\/span>[\/vc_column_text][vc_single_image image=&#8221;1013&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">First price auctions lead to more predictable results. They allow buyers to bid according to the users\u2019 perceived value, in correlation with the campaign\u2019s KPIs (i.e, the probability to install, deposit, etc\u2019). Taking into account the user\u2019s predicted value (for example, LTV or ROAS) and adjusting the bid accordingly, may increase the bid, but improve the bottom line by acquiring users who are more likely to return their investment.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The key difference between first and second-price auction is having control over the bid. In the first-price auction, media buyers know the exact amount of money they spend on a bid, while in a second price auction, they don\u2019t.\u00a0<\/span>[\/vc_column_text][vc_single_image image=&#8221;1014&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Second price auctions offer a lower spend on impressions, with the risk of losing some of the bids as a result of the modified bidding price. The complexity and unpredictable nature of the second price auction are currently leading the industry to shift towards first-price auctions.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cNow, as real-time bidding has become more prevalent and buyers have become increasingly sophisticated, it makes sense for the ecosystem to transition to a first price model\u201d &#8211;\u00a0<\/span><span style=\"font-weight: 400;\"><a class=\"custom-link-content\" href=\"https:\/\/www.mopub.com\/en\/blog\/first-price-auction\">Casie Attardi Jordan, Mopub<\/a><\/span><\/p><\/blockquote>\n<p>[\/vc_column_text]<div class=\"aio-icon-component   info-noty style_1\"><div id=\"Info-box-wrap-1274\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-1.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-1274 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"> PMPs - Outside The Open Auction<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-1274 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><a name=\"PMP\"><\/a><span style=\"font-weight: 400;\">PMPs (Private Marketplace) are an exclusive alternative to the RTB. While the RTB ecosystem offers an open-for-all marketplace. PMP is an invitation-only marketplace, where publishers offer premium ad placements and limit the buyers to publishers they want to work with using what\u2019s called \u2018deals\u2019. PMPs are also based on programmatic buying, but they offer less competition on a limited inventory, guaranteeing quality for a higher price.\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Bid Shading \u2013 Making the Most of First-Price Auctions&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23bid-shading|||&#8221;][vc_column_text]<strong>Bid shading<\/strong> is a practice used by programmatic bidders to eliminate the risk of overbidding in the realm of first-price auctions.[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Bid shading is an algorithm that predicts the price of bids based on historical data. By allowing you to pay just enough to win the bid, bid shading helps you avoid significant overpaying.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Having access to the historical record of what amount was spent in the past for the same bid<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">and taking into consideration app, placement, ad format, historical user data (for Android campaigns), and at what price the previous bids were lost<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">the algorithm on the DSP side can decide how much to bid on the impression.<\/span>[\/vc_column_text][vc_column_text]Read <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/bid-shading-making-the-most-of-first-price-auctions\/\">this article<\/a> to learn more about the essence of bid shading.[\/vc_column_text][vc_custom_heading text=&#8221;Location, Location, Location: In-app Ad Placements &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;The Differences Between Banner, Native, and Interstitial Ads&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In-app ads offer an engaging user experience by using videos, playable ads, dynamic ads, and more. The three main types of in-app ads are interstitial, native, and banner ads.\u00a0<\/span>[\/vc_column_text][vc_single_image image=&#8221;1012&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">These 3 types of ads differ in many aspects. Interstitial is often referred to as the most engaging type of ad, since it\u2019s both a full-screen ad, and it supports video and playable ads, which are considered to be <\/span><a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/blog\/how-to-choose-the-right-ad-formats-for-your-app\/?utm_source=Personaly&amp;utm_medium=Glossary&amp;utm_campaign=Core_Elements\"><span style=\"font-weight: 400;\">the most effective ads<\/span><\/a><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201cDue to their size, interstitial ads can be much more visually compelling than other static ad formats. It\u2019s also possible to use these full-screen ads to share engaging content like videos and store locators.\u201d<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/blog\/how-to-choose-the-right-ad-formats-for-your-app\/?utm_source=Personaly&amp;utm_medium=Glossary&amp;utm_campaign=Core_Elements\"><span style=\"font-weight: 400;\">Samuel Harries, Content Manager @ Adjust <\/span><\/a><\/p><\/blockquote>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">These ad types also differ in size and price;\u00a0<\/span><\/p>\n<p>\u2022 <span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Banner ads<\/span>,<\/span><span style=\"font-weight: 400;\"> being the smallest, are considered to be the least intrusive, due to their size. This makes them less effective, less competitive, and results in them being the cheapest ad format.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2022\u00a0<span style=\"text-decoration: underline;\">Native ads<\/span><\/span><span style=\"font-weight: 400;\"> are somewhere in the middle (in size, price, and affect), and include text-based elements that allow testing extensive amounts of creatives by changing each element independently, creating hundreds of variations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2022\u00a0<span style=\"text-decoration: underline;\">Interstitial ads<\/span><\/span><span style=\"font-weight: 400;\"> are the biggest (being full-screen ads). As the most effective type of ad, the competition on interstitial placements results in a price increase, making them the most expensive ad placements.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Bid Request &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Each bid request includes a certain amount of data that helps DSPs estimate the user\u2019s potential and decide how high of a bid to make, if at all.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">There is <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">basic data<\/span><\/span><span style=\"font-weight: 400;\"> that exists in almost all bid requests, then there are <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">data enrichment tools<\/span><\/span><span style=\"font-weight: 400;\"> that allow DSPs to receive additional information about the device, and, last but not least, there\u2019s <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">behavioral data<\/span><\/span><span style=\"font-weight: 400;\"> that helps predict future behaviors and make accurate predictions on a bid request.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Usually, the more data is available in the request, the more competition for it, leading to higher bids, as DSPs have more data to base their decision on.<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Basics &#8211; Bid Request Data&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Bid request data usually includes the following:\u00a0<\/span><\/p>\n<ol class=\"default-list\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><strong>The device data<\/strong>, which includes the UA string, model name, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><strong>The user Identifier<\/strong> (IDFA\/GAID), unless the user is a <\/span><a class=\"custom-link-content\" href=\"https:\/\/www.appsflyer.com\/mobile-fraud-glossary\/limit-ad-tracking\/?utm_source=Personaly&amp;utm_medium=Glossary&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">LAT user<\/span><\/a><span style=\"font-weight: 400;\"> (or <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">iOS14 users who opted out<\/span><\/a><span style=\"font-weight: 400;\">).\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><strong>Location data<\/strong>, which can be as vague as the IP or a city, or as detailed as a ZIP code or even GPS coordinates.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><strong>The ad placement,<\/strong> which indicates the app name and the in-app placement of the ad.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><strong>The OS Version<\/strong>, which may sound insignificant but can be very telling. There are a lot of conclusions to draw between users who stay up-to-date with the latest OS version and those who haven\u2019t updated in a while (especially when combined with the rest of the data.)\u00a0<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_custom_heading text=&#8221;Data Enrichment &#8211; Maximizing the Data in the Bid Request &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">With the help of data enrichment tools, media buyers can get additional hardware-related details in the bid stream and improve their predictive capabilities. Information such as battery life, PPI (Pixels Per Inch), device memory, and others, can be indicators of the users\u2019 correlation with the advertiser\u2019s app.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For example, users who install high fidelity 3D games (like action and FPS games) usually have higher PPI devices, leading to the conclusion that users with high PPI devices are more likely to install this type of games. Another example refers to the users\u2019 current battery level &#8211; users with low battery are less likely to install any new app since they want to preserve the battery they have left for their regular usage.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">These examples are simplified and do not stand alone. These data enrichments add to the rest of the data when deciding whether or not to bid and if so, what bid to place on any given ad request.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">We\u2019ve been working with <\/span><a class=\"custom-link-content\" href=\"https:\/\/51degrees.com\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">51Degrees<\/span><\/a><span style=\"font-weight: 400;\"> to enrich our device-related data, and you can read more about it and how it had improved our campaigns in our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/blog\/2019\/03\/51degrees-device-detection-boosts-persona-lys-performance-by-15\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">case study<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Enrichment From the Supply Side&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">SSPs can add extensions to the ad requests that provide additional data points. <\/span><a class=\"custom-link-content\" href=\"https:\/\/blog.fyber.com\/contextual-app-targeting-in-the-post-idfa-era\/\"><span style=\"font-weight: 400;\">Fyber is one of the SSPs <\/span><\/a><span style=\"font-weight: 400;\">that puts a lot of effort into maximizing the enrichment of their requests with an abundance of useful attributes.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">By providing DSPs with data enrichment, adding details such as battery level, available disk space, impression depth, and session duration, Fyber helps DSPs improve their predictions, which, in turn, enables DSPs to bid higher on the likeliest users to convert.<br \/>\n<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">This results in higher bids and more wins, which, in turn, increases the profits for all participating sides &#8211;\u00a0 the publisher, the DSP, the SSP, and the advertiser, who ends up with better user acquisition campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<blockquote>\n<figure id=\"attachment_1027\" aria-describedby=\"caption-attachment-1027\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img decoding=\"async\" loading=\"lazy\" class=\"size-thumbnail wp-image-1027\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/10\/Alon-Golan_Fyber-150x150.png\" alt=\"Alon Golan VP Product at Fyber\" width=\"150\" height=\"150\" srcset=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/10\/Alon-Golan_Fyber-150x150.png 150w, https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/10\/Alon-Golan_Fyber.png 235w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><figcaption id=\"caption-attachment-1027\" class=\"wp-caption-text\">Alon Golan, VP Product at Fyber<\/figcaption><\/figure>\n<p><i><span style=\"font-weight: 400;\">&#8220;We see great value in enriching the bid stream with unique, SDK-based, data parameters. It helps DSPs bid more effectively by providing real-time access to crucial targeting parameters and puts them on a level playing field with ad networks that have their own SDK. <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Building close collaborations between DSPs and SSPs help ensure that everything from targeting to creative delivery via our SDK is optimal, creating a win-win scenario where advertisers enjoy better ROAS and publishers see better ad monetization&#8221; <\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.fyber.com\/\">Alon Golan, VP Product @ Fyber<\/a><\/span><\/i><\/p><\/blockquote>\n<p>[\/vc_column_text][vc_custom_heading text=&#8221;Behavioral Data &#8211; Finding Your Ideal Users<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Behavioral data is a key factor when running programmatic user acquisition campaigns. This data hinges on the IDFA\\GAID to predict future user behavior, based on past usage patterns. Usage patterns can be anything from the genres and types of apps users use, how long they use them when they use them, and much more.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">These patterns help form predicted behaviors such as the types of apps users would be most interested in, when they\u2019re likelier to install new apps, and even how much time they potentially could be spending in their targeted app.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Behavioral data, having the potential to be this indicative as to users\u2019 behaviors, plays a central role when it comes to the decision making behind bidding.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-2910\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-2910 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Bid Requests in iOS14 <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-2910 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">With the upcoming depreciation of the IDFA in iOS14, bid requests from users who opted-out from getting personalized ads will be sent without the ability to predict their IDFA, preventing the ability to make decisions based on behavioral data. The only option to predict these users\u2019 behavior is through<a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"> contextual targeting.<\/a><\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">Bid request data (basic, enriched, and predicted combined) can be used in many different ways (i.e, each DSP delivers different campaign results while having access to the same data). The differences usually stem from the way the data is being implemented, as we\u2019ve covered in our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-activation-in-mobile-ua\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS\"><span style=\"font-weight: 400;\">Data Activation in Mobile UA<\/span><\/a><span style=\"font-weight: 400;\"> entry.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_single_image image=&#8221;1019&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1602744971246{margin-bottom: 43px !important;}&#8221;][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;1019&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1602744971246{margin-bottom: 43px !important;}&#8221;][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":225,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Basics of RTB - The UA Glossary - Persona.ly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Basics of RTB - The UA Glossary - Persona.ly\" \/>\n<meta property=\"og:description\" content=\"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;1019&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1602744971246{margin-bottom: 43px !important;}&#8221;][\/vc_column][\/vc_row][\/vc_section]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\" \/>\n<meta property=\"og:site_name\" content=\"The UA Glossary - Persona.ly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/persona.ly.monetization\" \/>\n<meta property=\"article:modified_time\" content=\"2020-10-20T11:38:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@persona_ly\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\",\"url\":\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\",\"name\":\"The Basics of RTB - The UA Glossary - Persona.ly\",\"isPartOf\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#website\"},\"datePublished\":\"2020-10-13T07:54:03+00:00\",\"dateModified\":\"2020-10-20T11:38:26+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/persona.ly\/glossary\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Real-time bidding Archive\",\"item\":\"https:\/\/persona.ly\/glossary\/real-time-bidding\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Basics of RTB\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/persona.ly\/glossary\/#website\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"name\":\"The UA Glossary - Persona.ly\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/persona.ly\/glossary\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\",\"name\":\"The UA Glossary - Persona.ly\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"contentUrl\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"width\":180,\"height\":37,\"caption\":\"The UA Glossary - Persona.ly\"},\"image\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/persona.ly.monetization\",\"https:\/\/twitter.com\/persona_ly\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Basics of RTB - The UA Glossary - Persona.ly","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/","og_locale":"en_US","og_type":"article","og_title":"The Basics of RTB - The UA Glossary - Persona.ly","og_description":"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=RTB_BASICS&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;1019&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1602744971246{margin-bottom: 43px !important;}&#8221;][\/vc_column][\/vc_row][\/vc_section]","og_url":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/","og_site_name":"The UA Glossary - Persona.ly","article_publisher":"https:\/\/www.facebook.com\/persona.ly.monetization","article_modified_time":"2020-10-20T11:38:26+00:00","og_image":[{"width":1200,"height":1200,"url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@persona_ly","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/","url":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/","name":"The Basics of RTB - The UA Glossary - Persona.ly","isPartOf":{"@id":"https:\/\/persona.ly\/glossary\/#website"},"datePublished":"2020-10-13T07:54:03+00:00","dateModified":"2020-10-20T11:38:26+00:00","breadcrumb":{"@id":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/persona.ly\/glossary\/"},{"@type":"ListItem","position":2,"name":"Real-time bidding Archive","item":"https:\/\/persona.ly\/glossary\/real-time-bidding\/"},{"@type":"ListItem","position":3,"name":"The Basics of RTB"}]},{"@type":"WebSite","@id":"https:\/\/persona.ly\/glossary\/#website","url":"https:\/\/persona.ly\/glossary\/","name":"The UA Glossary - Persona.ly","description":"","publisher":{"@id":"https:\/\/persona.ly\/glossary\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/persona.ly\/glossary\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/persona.ly\/glossary\/#organization","name":"The UA Glossary - Persona.ly","url":"https:\/\/persona.ly\/glossary\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/","url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","contentUrl":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","width":180,"height":37,"caption":"The UA Glossary - Persona.ly"},"image":{"@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/persona.ly.monetization","https:\/\/twitter.com\/persona_ly"]}]}},"_links":{"self":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/997"}],"collection":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/comments?post=997"}],"version-history":[{"count":0,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/997\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/225"}],"wp:attachment":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/media?parent=997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}