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With RTB, inventory that was previously deemed non-monetized or not worthy can be utilized by advertisers who bid based on the audience data. This can give a publisher valuable insight and help them expand their websites into their most profitable segments, ultimately increasing their inventory value and increasing demand from advertisers.
The ad exchange employs RTB technology to determine prices, but the programmatic process also allows buyers to filter the type of traffic they acquire based on location, language, and other variables. Ad exchanges fill a similar role to adnetworks , but these reduce the frills and simply the entire process.
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