Mobile Ad Geo Targeting and Mobile RTB Exchange
Posted by adiquity on June 23rd, 2014
Geo targeting is an approach for ascertaining the Geo-location of website visitors and delivering various contents to each of them depending upon his/ her geographical location, which will be identified by the IP address, ISP, region, country, state/ city, zip/ metro code or customized options, location aware app or some other criteria. For such identifications, personal behavioral information/ user profiles, provided by the visitors will be taken into consideration, though they may lead to privacy infringements. It is prevalent in the internet marketing, online advertising, Geo-marketing internet televisions with the websites like iPlayer and Hulu or Fedex or UPS websites or Foursquare applications for smartphones. These sites will focus on specific countries and curbs the contents to the relevant targeted users Geo-located in those countries. In this method, the users will first select the country and then the required articles contents or sites. However, there is the danger of false servers or the virtual private networks, pointing out to false locations. A recent study has estimated that mobile marketing will assume a major chunk of total digital advertising. Mobile ad Geo targeting will be aimed at reducing the Ad wastes for the advertisers.
Mobile ad Geo targeting is the latest trend, catching up in the mobile advertising. The advertising through the mobile media is rapidly progressing as there is an exponential increase in the usage of cellular phones by the population worldwide and since the exact measurement of effectiveness of the dynamic campaigns through mobile phones will be possible by tracking the number of clicks and views or other interactive tools.
Mobile RTB exchange is the online platform for mobile real time bidding. It is the dynamic method through which ad inventory is traded on per-impression basis through the system of programmatic instantaneous auctions, similar to the ones, which are already in vogue in the financial markets. The bidding will be dynamically done in almost in real time.
The advertisement of the successful bidder, i.e. advertising buyers will be displayed instantly on the site of the publisher. The process starts when a user visits a website, at which point of time a bid request is triggered and the same goes to an advertisement exchange, from the publisher. The mobile RTB exchange will retransmit the same, along with the ad page to a lot of advertisers, who will automatically submit the bids on a real time basis for placing their ads. The advertisers will bid on each and every ad impression, as and when it is served. The highest bidder gets the ad impression, which will be displayed on the page. Repetition of the process goes on for each and every advertisement slot. Real time transactions for bidding take place within 100 milliseconds.
