BARCELONA — ExoClick announced today that it has gone fully programmatic by offering real-time bidding (RTB).
The new feature gives ExoClick's advertisers three ways to maximize revenue on the ad network's platform: self-service, automated hybrid with the company’s API and programmatic RTB.
Programmatic RTB is a means by which advertising inventory is bought and sold on a per-impression basis, via automated instantaneous auction, similar to the model used by financial markets. ExoClick said it is the first ad network to add programmatic RTB.
With RTB, advertisers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. These auctions are held in the milliseconds it takes for a web page to load.
Benjamin Fonzé, ExoClick's founder and CEO of the fourth-largest ad network platform in a ranking by data resource company W3Techs, said the big advantage for advertisers is that they can now automize their bidding and integrate their own optimization software and algorithms in order to improve their ROI.
Fonzé said: “ExoClick offers the most advanced ad-serving technology in the industry as we continue to introduce new, ground breaking innovations. Our proprietary RTB technology is capable of managing hundreds of thousands of RTB requests per second, selecting the highest bid in real-time.”
“The RTB feature has been successfully tested with a broad range of beta partners during the last six months and we are now opening up the feature to a wider audience of premium advertisers.”
Built respecting the IAB's (Interactive Advertising Bureau) industry standard open RTB protocol, ExoClick's RTB technology is now available for affiliate platforms, advertising networks, demand-side platforms (DSPs) and marketers who are willing to plug their advertising inventory into ExoClick, tapping into the company's global marketplace of direct publishers.
“Our RTB demand-side integration provides direct real-time access to one of the largest inventories in the world with over 5.5 billion daily impressions,” Fonzé said. “By offering clients three options in order to convert their offers on our platform, we are continuing with our strategy to make ExoClick the platform of choice for publishers and advertisers.”
The 10-year-old ad network serves more than 155 billion geo-targeted ads a month to web and mobile advertiser/publisher platforms via its proprietary software.