Before, publishers and advertisers dealt one-on-one. They used to sit together and discuss deals in such cases. If both parties agreed, an insertion order was signed, and the advertisements were subsequently inserted. This was a time-consuming procedure, and both parties did not always appreciate the bargaining. The demand-side platform swiftly assumed control of managing the buyer's needs, resulting in profitable campaigns for them.
The auction in real-time bidding begins when a user accesses a web page to view the site's content. The entire bidding procedure is completed in a matter of milliseconds. But a lot happens in these milliseconds, from a person clicking on a site link to seeing an ad on the screen.
On the demand side, the advertiser creates an ad campaign with the DSP.
Following receipt of campaign instructions, the DSP actively seeks such consumers by contacting numerous ad exchanges. If a target user arrives, the SSP immediately sends the user's data to the ad exchange and requests that it find a creative that is relevant to the user.
The ad exchange then contacts DSPs to find users who fulfil these requirements and organises an auction. The winning bid is picked based on the floor price set by the publisher, and the creative is placed. The DSP bids on behalf of the advertisers based on the budget.