Macbellads’s
real-time auction processes nearly 20 Million transactions
between advertisers and publishers every day.
Macbellads brings
together thousands of advertisers and publishers in a real-time
auction for ad space. It’s like the stock market,
only we’re a place to buy and sell online advertising,
rather than stocks.
As advertisers set
up their targeting parameters and create their ads, the
ads are automatically entered in Macbellads’s auction,
along with the corresponding bids. When publishers enable
their site to run ads, the publisher zones created are automatically
part of the inventory that advertisers bid for.
Here’s
how it works:
- Every time a user views a page on the Macbellads network,
our system determines the most appropriate ad to show to
that user via a real-time auction.
- For a given user requesting a given page, we find the
pool of ads that match the appropriate ad format and user
targeting criteria. For example, a young male user in Dubai
viewing an entertainment site will draw from a different
ad pool than an older woman in abudhabi on a page about
sports.
- Once we’ve defined the available pool of ads, we
choose the highest yielding ad. For banner ads and Full
Page Ads, we choose the ad with the highest bidded CPM (cost-per-thousand
impressions). Auctions for text ad space factors in CPC
(cost-per-click) bids and click rates of the eligible ads.
In all cases, the highest bidding advertiser is charged
one penny more than the second highest bid, regardless of
the original max bid.
- Once an ad is shown, we store click data and other statistics
to continue improving relevance and maximizing yield for
participants in the marketplace.
Macbellads runs nearly 20 Million such calculations each
day — one for each pageview on which we serve an ad.
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