Native advertising in mobile apps

Native advertising is advertising that looks to mobile app users as natural as the original content.

Native RTB blocks are advertising blocks with Yandex.Direct ads, in which app owners can configure how each element is displayed. Native RTB blocks can only be displayed in apps on mobile devices in strict compliance with specific rules and restrictions.

Real-Time Bidding

Real-Time Bidding (RTB) technology is used to display native ad blocks in Yandex Advertising network. The Real-Time Bidding technology lets you buy and sell impressions via a real-time auction. The RTB method automatically picks the most profitable offer, maximizing your ad revenue.

How Real-Time Bidding works

YAN platforms with RTB impressions act as sellers in a real-time auction. Demand Side Platforms (DSPs) represent advertisers and act as buyers in the auction. The RTB framework receives bids from DSPs and announces the winner.

The auction is conducted in real time. When a user visits a page, the RTB framework conducts an auction with the winning ad displayed on that page once it loads. The impression request is sent to all bidders. During this millisecond timeframe, DSPs appraise how much an impression should cost and make their bid. The auction winner gets to display their advertisement.

Advantages of Real-Time Bidding
  • Get maximum revenue from advertisements: each impression uses the ad with the highest auction price.

  • Set your own price thresholds: you can set a minimum CPM threshold for each separate block and get the best price on ads.

  • Select your advertisers: you can exclude specific advertisers and topics from your pool or set their individual CPM thresholds.

  • Display ads that match your audience: RTB uses multiple targeting schemes, which are applied to contextual ads and banners alike.

  • Monetize your traffic to its fullest: if RTB yielded no bids that exceed the minimum CPM threshold, you can choose to automatically display ads from other advertisement networks, including your own. This guarantees that you use the full potential of your ad space and get the best prices.

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