However, now we have data policies (GDPR and CCPA) and security measures to protect users from such malpractice. A bid request stores a lot of data like publisher details and user demographics (cookie data). Data Leakage: In the case of RTB, the bid is available for varied advertisers to bid on this increases the chance of data leakage.Sites like these benefit from DSPs’ targeting strategies, which enhances the value of impressions for buyers. Unsegmented Audience: Open auctions maximize yield for sites where the audience is a blend of demographic characteristics, and there is no unique value of either the visitors or content.

Niche Advertisers: For newer publishers with niche content and too few pageviews to be sold on a niche-specific network, open auctions can help find relevant advertisers in a global market.There may be seasonal downfalls, but otherwise, the revenue remains steady. Unlimited Revenue Potential: Demand is not going to dry up on open exchanges.This control includes what types of ad creatives are being placed, who can check the details of the inventory and what type of targeting is allowed. Control Over the Inventory: Even in the case of RTB, publishers want control over their inventory all the time.Furthermore, it avails you to make changes to the setup anytime you want. Once set, you can see bids coming in almost instantly. Easy Optimization: Real-time auction is fast-paced.Moreover, it doesn’t ask for deal ID saving sell-side and buy-side multiple steps of authentication. You just need to select ad units, choose floor price and add further criteria for auction and you are all set. Quick Setup: Unlike other programmatic methods, the open auction takes less hassle and optimization steps to set up.RTB makes a wide range of advertisers available, basis on the filters set by publishers, they can find varied demand and get a good price for unsold ad units. Ideal for Remnant Inventories: As mentioned above, the open auction is a great way for publishers to deal with a remnant inventory.Here are some pros and cons of an open auction that you should know: Pros: Ideally, remnant inventory is best handled by real-time auction. Recommendation: Publishers are advised not blindly put their ad units for open auction. Similarly, buyers are allowed to set up a campaign before the actual bidding starts this saves them time and helps them improve on the targeting front of the business. And most importantly, they get to choose the floor price for their inventory. Next, they can block advertisers and filter ad types as per their requirements. Publishers are allowed to choose the specific ad units to be placed for the open auction. It might sound chaotic however, RTB is managed in a controlled environment. Publishers take a part of their inventory to the open market for multiple demand partners to bid on it. Open Auction or RTB is exactly what it sounds like.

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