Real Time Bidding To Increase Mobile App Engagement

Real-time bidding has been a term that has been thrown around a lot recently, but for many advertisers, it’s something that isn’t fully understood, and the benefits are even more of a mystery. We’ve taken a look at some of the main reasons why real-time bidding can be useful, particularly for increasing mobile app engagement and retention.

How Does RTB Actually Work?

If you’re looking into getting into the world of real-time bidding, the first question you are probably going to ask yourself is ‘how does RTB actually work?’ The idea itself is something that seems to make sense, but without an apt description, most advertisers aren’t really sure what RTB is and what processes are involved.

Firstly, it’s important to understand that when you usually sign up with an ad network, it’s often unclear what ad inventory you are actually buying – sometimes, due to the fact that supply can quite often outnumber demand, which leads ad networks to sell off their inventory to other ad networks – this exchange could happen a number of times to the ad inventory you’re spending your budget on.

Real-time bidding uses an ad exchange system that minimizes the trading of inventory between ad networks, bringing the supply and demand to much more comparable levels.

When it comes to the actual real-time bidding, advertisers can bid for chunks of ad inventory that may best serve their marketing campaign and set their own price in real-time, whilst suppliers can choose what bids from advertisers to accept.

This system allows healthy progress on both sides – advertisers can ensure they are grabbing ad inventory that is most relevant to them within their own budget, and suppliers can look for the best ad revenue opportunities.


Why Real Time Bidding Can Be Used to Increase Mobile App Engagement

So, as you may have guessed, buying inventory through a real-time bidding platform will allow you to get your ads seen by those that will see value in the services you are advertising. If you were, for example, advertising a brand new cooking app, by using RTB you will be able to show ads to networks that promote content to enthusiast and hobbyist cooks.

This means you will be retaining the highest relevancy for your ads, and when these ads translate into installs, your new users will more than likely be much more interested in the content your app provides, which can then lead to easier retention and improved user engagement.

In the future, real-time bidding will become an incredibly useful tool for advertisers and suppliers that will allow both sides to get the very best out of consumers. Advertisers will be able to target users based on a huge range of variables. For example, if a user visits your website, creates a shopping cart and then backs out, this user could be pooled with similar users, and you will be able to bid to provide ads specifically for these users. There will be many cool things advertisers will be able to do with RTB as it grows, so it’s certainly worth looking into.

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