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RTB Advertising: Aspects We Should Know Before Choosing It



RTB Advertising

Real Time Bidding is very similar to an ad exchange. There is an inventory that is exchanged between advertisers and publishers. Publishers auction certain advertising spaces, providing user data, as well as the environment in which the ad will be published.

The advertising companies make their bid for those that they consider interesting depending on their segmentation needs and specific preferences.It is a second-price auction format in rtb advertising, where the highest bid and the compensation bid are different.

How? Let’s see, it is a peculiar system, since, although the highest bidder wins, the price paid is that of the second highest offer, adding one cent. The reason for using this system is to prevent the highest bidder from overpaying for printing.

There are countless ad exchanges and publishers offer their traffic from one exchange to another until they manage to sell; this is called a waterfall. The position of each change in the cascade depends on the expected return.

The process is regulated by supply and demand platforms (SSP/DSP) that represent publishers and advertisers, respectively. The whole process happens in tenths of seconds.

The Process Unfolds As Follows:

  • A person enters a page and just at that moment a browser sends a request to the server to send an ad.
  • Either the AdServers, or the network, places an ad on the AdExchange.
  • AdExchange provides advertisers willing to bid with a relationship to available impression inventory.
  • Advertisers bid according to their preferences and needs.
  • AdExchange records advertisers’ bids and provides the winning ad to the person in question.

Is Real Time Bidding Profitable?

Well, on the one hand, the publisher is delighted with the Real Time Bidding as he has no impressions left unsold. Actually, Real Time Bidding is used a lot to sell remnant traffic, that is, the traffic left over from direct offers. However, it is increasingly being used to sell premium traffic.

On the other hand, the advertiser is delighted with the huge cheap and data-rich traffic that he gets with these exchanges.

Possibility Of Fraud

Obvious profitability aside, real time bidding is not without controversy.

The main problem with programmatic Real Time Bidding is its lack of transparency. Real Time Bidding is often described as a dark drawer. Advertisers naturally worry about possible price manipulation and ad placement.

There was a major disaster on YouTube recently, when ads from big brands were placed alongside extremist videos. It is an example of what can happen if there is little or no transparency. Obviously, advertisers are not entirely blameless.

By landslide, advertisers prioritize quantity over quality. That’s why brands, advertisers and media buyers didn’t mind operating in the dark.

Publishers are also not without risk: many use Google’s ad server, which prioritizes their ad exchange. Also, real time bidding is not taken into account because cascading sorting is based on estimated throughput. That is, the publisher is not guaranteed the highest price for an impression.

However, there is a demand for greater transparency of both the parts and the versions, for example. Private Real Time Bidding marketplaces are gaining in popularity and that will increase the accessibility to them.

So Why Choose Real Time Bidding?

Real Time Bidding is the most widely used programmatic buying method and will continue to be… at least for the foreseeable future. Why?. Very easy, because it is by far the most accessible method for publishers large and small.

Other methods, like direct programmatic bidding, require and require scale and resources that small publishers can’t access, and so do advertisers.

That is, they get greater access to impressions at lower prices due to the large number of offers and the lower cost of acquisition.

Real time bidding has changed expectations about how media will be marketed in the future, whether through real time bidding or other methods. This applies to both digital and non-digital media.As a result, all parties must use a new language and a different way of thinking to ensure the expected result.

What Are The Main Features Of RTB?

Real time bidding is an online auction market for buying and selling prints in real time. This auction occurs in the time it takes to load a web page (micro-seconds).

Real Time Bidding programmatic buying is beneficial for publishers and advertisers. Some achieve greater efficiency by showing their ads to the right audiences and reduce wasted impressions, while others (publishers) increase the value of their ad space and improve direct sales strategy as well as pricing.

The Real Time Bidding programmatic ecosystem is multi-stage and consists of several components:

  • DSP (Demand-Demand Platform): A system that allows buyers of digital ad inventory to manage myriad ad exchanges and data exchanges through a single interface.
  • SSP (Supply Platform) – A platform to make it easy for publishers to manage and value their inventory (yield managers and optimizers)
  • Ad Networks: A company that aggregates publishers’ supply of ad space, ranks it, and resells it to advertisers in bulk.
  • Agency Management (ATD): A media seller and reseller that manages programmatic media.
  • Data Providers (DMP): A system that allows publishers and advertisers to manage data.
  • Dynamic creative optimization tool: Is a tool that helps advertisers estimate and optimize creative elements in real time by identifying which are the best performing combinations for advertising campaigns.
  • Ad verification and brand protection platforms: It is a platform that investigates audiences, media and advertisers ensuring that the ads are placed correctly.

Each ad must be dynamic, taking into account and taking advantage of the signals that the audience emits using programmed media buying so that the creativity is relevant.

This can be done using third party data; demographic data, location and previous behavior on the website to consistently adapt the call to action, as well as the image or the content of the ads, ensuring that the message involves the user. This alone can double performance in engagement rates and increase engagement by 50%.

To understand the logic around this topic, imagine a chocolate bar. The chocolate bar is sweet. Sweet is the characteristic flavor of the chocolate bar. However, not everything that is sweet is a chocolate bar, right? Well, the same thing happens with Real Time Bidding, which is programmatic, but not everything that is programmatic is Real Time Bidding.

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Digital Marketing

Digital Marketing And Its Impact on Business



Digital Marketing

You might think that if your business has a great product or service, word will naturally spread and you’ll attract customers. Unfortunately, that’s not the case in today’s world. With so many businesses vying for the attention of potential customers, you need to take steps to ensure they know about your business. If you want your business to thrive, you need to implement digital marketing strategies. 

You may be wondering what digital marketing has to do with selling products or services. The answer is everything. Digital marketing is one of the most effective ways to grow your business because it allows you to reach potential customers directly – no third party needed. 

These strategies are also affordable and easy to implement quickly and efficiently from almost any location with an internet connection. Keep reading for more information about why digital marketing is so important for your business and how it can help you thrive.

What is Digital Marketing?

Digital marketing is any strategy that uses digital technologies to drive sales, leads, and brand awareness and/or engagement. In simpler terms, it’s the promotion of products or services through a digital platform such as the internet or social media. 

Digital marketing can include a wide range of activities such as paid advertising, social media, email marketing, content marketing, online branding, and online reputation management. The goal of each type of activity is to drive traffic to your business or website and convert that traffic into leads or sales. Digital marketing is a marketing technique that uses the power of brands and the Internet to engage customers and sell products. It is also called online marketing, e-marketing, and internet marketing. It is generally self-service and low-cost while providing instant worldwide coverage. 

Digital marketing is based on the use of brand names, advertising, and new media technologies. Today even online casinos and sportsbooks are making use of digital marketing. If you like watching and betting on cricket matches, do check Sri Lanka vs. England match. 

Why Is Digital Marketing Important For Your Business?

Digital marketing is the most cost-effective way to reach customers. You’re able to speak directly to potential customers, which cuts out the middleman, such as a retailer, who would normally take a cut from your sales. 

If you’re an e-commerce store, digital marketing is also a great way to get your product in front of potential buyers. If people can’t find your products or are not aware you exist, they’re not likely to buy from you. 

Digital marketing helps you reach a wider audience and get your products in front of more people. This can result in more sales and leads for your business. In addition to increasing sales and leads, digital marketing can help you improve your brand’s reputation. 

Your reputation is everything in business. If customers are not happy (or don’t even know you exist), they won’t buy from you. Digital marketing allows you to build your brand online, which can help improve your reputation.

How Can Digital Marketing Help Your Business?

When done right, digital marketing can significantly boost your website traffic and overall brand awareness. Here are a few of the ways you can use digital marketing to help build your business and increase sales: 

  • Paid advertisements

Paid advertisements are one of the most effective ways to drive traffic to your website. You can choose from a wide variety of digital marketing channels, such as social media, search engines, and email marketing. 

  • Content marketing

Content marketing is all about focusing on creating valuable, interesting content for your audience. It’s a great way to engage your customers, build brand loyalty, and drive traffic to your website. 

  • Email marketing

Email marketing is one of the oldest forms of digital marketing. It’s a great way to stay in touch with your customers and build relationships with them. Email marketing can also help you drive traffic to your website.

  • Building your online presence

You need to create an online presence for your business. This includes building a website, creating an online brand, and managing your online reputation. 

  • Mobile-friendly design

Applying an effective digital strategy in today’s mobile-first world is no small task. Your digital marketing team needs to make the most of this process and ensure that your digital campaigns are retaining their full impact across all media channels.


In today’s ultra-connected world, your business can’t afford to be left behind. Online marketing is an essential tool that allows you to reach potential customers and drive sales. Digital marketing also presents numerous benefits for businesses of all sizes. It’s a low-cost way to reach a large audience, expand your brand awareness and generate new leads. 

Your business needs to have a presence online if you want it to succeed in the digital age. But simply having an internet presence isn’t enough. To stand out from your competitors, you need effective digital marketing.

Digital marketing strategies are a great way to increase your website traffic and boost your brand awareness.

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Digital Marketing

The Value of Branding Keywords Even if You Rank #1 on Google



alue of Branding Keywords

Your brand is the foundation of your business and a cornerstone of your marketing efforts. SEO is all about creating better online visibility and grabbing a few more leads and sales for your brand. If you are one of those, who haven’t started their SEO journey, then it is high time you should do it. Today’s business depends on online visibility, and if no one can see your business, then you are doomed to fail.

When it comes to paid search, many business owners are hesitant to invest in branded keywords that feature their company name. But by investing in your brand name, you can capture customers who are searching for your business specifically.

Looking for seo services company? Do you want to improve your website’s ranking in branded searches? Branded searches give the best conversions because they’re specific to your company. An SEO company can help improve your website’s ranking in branded searches and get more conversions.

What do you mean by Branded Keywords? 

A branded keyword is a keyword that includes the name of a company, product, or service. For example, if you were to search for ” Nike shoes,” the word “Nike” would be a branded keyword. 

Branded keywords are important for companies because they help create visibility and name recognition for their products and services. When potential customers see a company’s name in search results, they are more likely to click on the result and learn more about the company. 

In addition to helping potential customers learn more about a company, branded keywords can also help existing customers find the company’s website more easily. If a customer knows the name of a company but forgets the URL, a branded keyword can help them find the site. 

Overall, branded keywords are a valuable tool for companies looking to increase their visibility and name recognition. 

Reasons to invest in branded keywords 

If you’re a top-ranked brand, you may think you don’t need to worry about branding keywords. But even if you’re at the top of the SERPs, you can’t afford to ignore the value of branding keywords. Here’s why.

  • SERP Credibility

SERP (Search Engine Results Page) credibility is a term that is used to evaluate the reputation of a web page in search engines. You might think that once you rank #1 in Google, you’re done. You don’t have to worry about SEO anymore, right? Wrong! Even if you’re ranking #1 in Google SERPs, there are still things you can do to improve your SERP authority.

Search Engine Results Page (SERP) credibility is the power of a website or a web page to rank in search engine results. The higher the search engine ranking, the greater the SERP credibility. It is measured by how many links a website or a web page has and by how many links point to a website or web page.

This is why it is important to try and own as many branded keywords as possible even if your website is number #1, the website or web page can be easily knocked off the first page of the search engine results by a competitor that has more SERP authority.

  • Brand keywords cost minimal

Brand keywords are a powerful tool for any business hoping to increase its traffic, especially if you are already ranking on the first page of Google. 

Brand keywords are so cheap that you can get a lot of traffic for just a few dollars. So, if your website is new, investing in brand keywords can help your business to survive in the early days. In fact, many of the top-ranking websites on Google have invested in brand keywords.

You could expect to spend between $0.50 – $5 per click for branded keywords. The precise expenses will vary based on the industry and your performance of the product. 

  • Brand keywords produce high conversion rates

It can be frustrating to be ranked #1 on Google and not get the traffic you deserve. But if you’re not investing in branded keywords or even just not optimizing your site for them, then you’re missing out on a lot of business.

What’s more, people searching for your products or services are most likely to search for you by your brand name rather than your category. These are called “branded keywords”, and they can lead to some of the best conversions for your business.

High conversion rates are probably what you’ll get for any branded keyword campaign. People who search for your brand using its brand name are already aware of it and frequently want to buy from your brand.

  • The majority of search engine results pages include brand keywords

 The proverb “The best weapon is a strong defence” holds true in PPC(Pay Per Click) ad purchasing as well. By making sure you hold the top spots for both organic and sponsored search results, you adopt a powerful offensive strategy. To improve traffic flow to your product pages, you fend off rivals and marketers.

Customer is likely to have a significant level of trust in the brand when they come across a sponsored advertisement and natural listings. The CTR- click-through rate will undoubtedly be high.

  • Minimal Competition

It’s also important to keep in mind that very few businesses will be contending for branded keywords because they’re too busy attempting to dominate the search engine rankings for generic keywords. As a result, the competition is minimal. 

Smart methods for utilizing branded keywords 

Here are a few short suggestions for making the most of your branded keyword advertisements and taking charge of the content and lead generation experience:

  • Promote various resources with your advertisements.
  • Create different conversion funnels or processes by designing unique web pages for each.
  • Create A/B testing to analyze conversion funnels and find the deal that converts the best.
  • For notifications and advertising, use PPC campaigns.


If you’ve been looking for the best way to improve your brand awareness, page ranking is just the beginning. One of the first things you should do is invest in your branded keywords to make sure that your company is the first result that comes up when people search for your brand. 

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Digital Marketing

Top 5 sources to get a free SSL Certificate



SSL Certificate

What is an SSL Certificate?

It’s not enough to just develop a website, the security of the website and the protection of the data of its users are more important. For this purpose, SSL certificates are used. SSL certificates are digital certificates authenticating the ownership of the website and protecting the data in it. It stands for Secure Sockets Layers.

Why is it necessary to have an SSL certificate?

An SSL certificate ensures a secure internet connection and saves the website from being hacked which can result in hackers stealing the user’s data or adding misleading information to the website or adding a link to the malware or running the website itself. The theft can be not just of personal data, but that data loss can lead to financial loss and blackmailing, which can either hurt the owner or any or all of the users financially and emotionally.

How do you know a website is protected?

For the naked eye, it’s quite easy to know if the site is protected or not. All one needs to do is take a good look at the URL. If there is a lock sign before the URL, it means that the site is protected.

How do SSL certificates protect websites?

The working of SSL certificates is quite simple and takes only a few milliseconds. SSL certificates use encryption algorithms to protect the website’s data. In simple words, the SSL certificates work in the following manner,

·       When requesting for a website to open, the browser first provides its identity

·       The website responses with a copy of its SSL certificate

·       If the browser trusts the SSL certificate, it responds to the website

·       The website then starts the SSL encryption by sending an acknowledgement which is digitally signed

·       After encryption, the data is shared between the website, browser and the server

Where to get free SSL certificates?

Generally, the SSL certificates cost at least $250, but some websites offer authentic, secure and free SSL certificates. Some of the websites that offer cheap wildcard SSL certificates are listed below,

Wildcard certificates:

Wildcard certificates offer cheap and free SSL certificates.  They don’t just have the SSL certificates at the best prices but also provide a variety of choices for the kind of website one needs to protect. They have different options if the website is personal or professional and they have the SSL certificate options like PositiveSSL Wildcard, PremiumSSL Wildcard and Essential Wildcard.

PositiveSSL wildcard certificate comes at a quite reasonable price and is very suitable for personal websites, blogs, etc.

Essential Wildcard provides a bit more protection than Positive and is more suitable for small businesses and e-commerce websites.

PremiumSSL Wildcard, represented by its name, is the most secure and can be used for government websites, large businesses, and NGO websites.


Getting a cheap Wildcard SSL Certificate is the best thing one can do for himself and his website as well. Moreover, it provides protection to infinite subdomains. One can just buy the certificate and add the subdomains later.

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