As a result, advertisers can choose exactly where and how to advertise, improving their ability to reach their exact audience. Fewer impressions are wasted, less money is spent on low-value ad impressions, and advertisers achieve a better return on ad spend from their campaigns. No wonder it’s so darn popular.
RTB marketplaces differ from ad networks in that advertisers bid on inventory directly from each publisher, without a third party managing their campaign for them. Advertisers have control over everything from CPM bidding to frequency capping, geotargeting and more from a self-served platform.
This means increased transparency and also access to more SSPs than an ad network can offer, although many ad networks nowadays offer their marketplaces.
It’s clear that an advertiser that wants to reach his or her audience everywhere they are has to be on mobile. But, the mobile screen is much smaller than the desktop one, which means less ad inventory and less viewable ad impressions to sell.