1 - Introduction to deals

 In this section we'll cover advanced RTB+ topics that will allow you to setup Private auctions, Direct deals and Guaranteed deals on Smart AdServer's programmatic platform.

We'll also show in detail the Bid request parameters, so advanced users can get a deeper understanding of the RTB+ technology available.

If you're new to these topics, please follow us with our introduction below, were you'll learn about the different buying posibilities for programmatic inventory beyond the standard Open auction setup.

Buying methods

Buying methods

The chart above illustrates the buying methods available in RTB+.

About the terms and concepts in this chart:

  • Auction based price: a price, which is determined by an auction; it is not fixed: the highest bid wins the auction
  • Fixed price: a static price agreed upon by the buyer (demand side) and the publisher (supply side)
  • Reserved inventory: impressions with or without targeting the publisher reserves (dedicates) for the deal or as direct sales (non-RTB+ insertions)
  • Unreserved inventory: the opposite of reserved inventory
  • Open auctions: auctions which are open to all buyers; the auction notification (bid request) is sent to all buyers; all buyers can bid; the winner and the price are decided based on the second price auction model
  • Second price auctions : auctions, where the highest bid wins the auction and pays the price of the second highest bid plus one Euro-Cent (read more about currencies below). If the second highest bid is below the bid floor, the winner will pay the bid floor.
  • Private auctions: work as open auctions but are limited to a predefined group of buyers
  • Guaranteed deals: deals with reserved inventory (websites, targeting) and a fixed price; no bidding involved
  • Preferred/direct deals: fixed price deals, without reserved inventory; the buyer is assured to win the impression if he bids with the agreed price; there is no competition with the open auction buyers
  • Direct sales: campaigns (insertions) with or without reserved inventory; pricing is static; no bidding involved
  • Ad networks: typically used as a fallback, without reserving inventory

About currencies

In the RTB ecosystem, DSPs can bid in different currencies. These currencies may differ from the currency of your network (your account at Smart AdServer).

The currency of the network is set when the network is created (i. e. when you start working with Smart AdServer). The currency cannot be changed later!

Smart AdServer uses the Euro currency (EUR) as a pivot currency: the bid prices and floor prices are converted to EUR, in order to make them comparable. However, this conversion is done in the back end, so that it is not noticeable in the user interface. Any data in the user are displayed in your network's currency.

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