Who uses RTB?

The key players in the RTB ecosystem:

• Publishers (Sellers): Website or app owners who make their ad inventory available through an SSP or ad exchange. Publishers benefit because every impression is auctioned to the highest bidder, maximising revenue.
• Advertisers (Buyers): Participate in RTB auctions through a DSP. They set targeting criteria and bid automatically on impressions matching their audience profile. Advertisers benefit by paying only for impressions that match their criteria.
• DSPs (Demand-Side Platforms): Technology platforms used by advertisers to manage campaigns, set targeting, and bid automatically across multiple exchanges simultaneously.
• SSPs (Supply-Side Platforms): Technology used by publishers to make inventory available to multiple buyers at once and maximise yield.
• Ad Exchanges: The marketplace infrastructure that connects buyers and sellers and facilitates the auction process.
• TwinRed acts as both an Ad Network and an Ad Exchange, connecting advertisers with publishers directly and through programmatic integrations.