Why Not Everyone Uses RTB: Debunking common misconceptions


In this article, we will explore the reasons behind the limited adoption of RTB, the advantages it offers, and how early adoption can give advertisers a significant edge.

In the rapidly evolving landscape of digital advertising, staying ahead of the competition is essential for advertisers and publishers. Real-Time Bidding (RTB) has emerged as a game-changing approach that enables advertisers to reach their target audiences effectively. Surprisingly, not everyone has fully embraced RTB, which presents a unique opportunity for those who do.

In this article, we will explore the reasons behind the limited adoption of RTB, the advantages it offers, and how early adoption can give advertisers a significant edge. We will also delve into the benefits of RTB for publishers and highlight how ClickAdilla's RTB platform can unlock new opportunities for success.

Let us consider the benefits of RTB for different affiliate marketing players first.

The Advantages of RTB

The Benefits of RTB for Advertisers

Enhanced Targeting Capabilities

RTB empowers advertisers to reach their target audiences easily. Through advanced data-driven algorithms and audience segmentation, advertisers can deliver personalized and relevant ads to the right users at the right time. Such targeting increases the effectiveness of ad campaigns, resulting in higher engagement, conversion rates, and ultimately, a better return on investment.

Real-Time Optimization

RTB enables real-time optimization of ad campaigns, allowing advertisers to make data-driven decisions and adjust their strategies fast and simple. With access to the performance metrics and insights, advertisers can continuously optimize their campaigns for maximum effectiveness. This approach ensures that budgets are allocated efficiently, and ad creatives are refined to drive optimal results.

Cost-Efficiency and Transparency

RTB offers cost-efficient advertising solutions by allowing advertisers to bid and pay for impressions in real time based on the value they assign to each opportunity. This auction-based system eliminates the need for fixed ad rates, ensuring that advertisers only pay for the impressions that suit their campaign goals. Additionally, RTB provides transparency, as advertisers have full visibility into the performance metrics and costs associated with their campaigns.

The Benefits of RTB for Publishers

Increased Revenue Potential

With RTB publishers open the door to a broader range of advertisers and ad inventory demand. The real-time auction-based model attracts advertisers who are willing to pay a premium for highly targeted impressions, leading to increased revenue opportunities for publishers. Additionally, RTB enables publishers to monetize their ad inventory more efficiently by matching it with the most relevant and highest-paying ads.

Improved Inventory Management

RTB platforms provide publishers with advanced tools and analytics to manage their ad inventory effectively. Publishers can gain insights into the performance of their inventory, identify high-value placements, and optimize their strategies to maximize revenue. The control over ad placements and the ability to set floor prices ensure that publishers have full control over their inventory's monetization.

Access to Quality Advertisers

RTB opens the doors to a vast network of quality advertisers, including renowned brands and agencies. Publishers can attract high-paying advertisers looking for targeted and premium ad placements, leading to more lucrative partnerships and higher revenue potential. ClickAdilla's RTB platform, in particular, offers access to a diverse pool of reputable advertisers, ensuring publishers can monetize their inventory effectively.

Why Not Everyone Uses RTB?

Taking into account all aforementioned advantages for both advertisers and publishers, there is a reasonable question: why not all affiliate marketing professionals use real-time bidding?

Well, there are 2 main reasons. Let us consider each of them separately:

The Limited Adoption of RTB: Little to No Competition

While RTB has gained recognition in the advertising industry, not every advertiser has embraced this powerful technology. The reasons for the limited adoption vary, including lack of awareness, misconceptions, or hesitance to shift from traditional advertising approaches. However, this presents a unique advantage for those who seize the opportunity early. By leveraging RTB when others are slow to adopt, advertisers can tap into a market with little to no competition, allowing them to stand out and achieve superior results.

Entry Threshold

First and foremost, advertisers must have access to a Demand-Side Platform (DSP). However, for those who do not have a DSP, ClickAdilla now offers the opportunity to connect to their own DSP. Further information about ClickAdilla's Demand-Side Platform can be found here.

Secondly, RTB primarily caters to middle and large-scale advertisers who have a monthly advertising budget exceeding $10,000. This level of participation allows them to engage in direct auctions within the RTB framework.

Therefore, although there is a small percentage of individuals aware of the possibilities offered by RTB, not all of them can afford to take advantage of these opportunities, despite the fact that the potential gains may outweigh the expenses.


While Real-Time Bidding (RTB) may not be widely adopted by all advertisers, this presents a significant advantage for those who embrace it early. By leveraging the precision, efficiency, and targeting capabilities of RTB, advertisers can outshine their competitors and achieve superior results. Similarly, publishers can tap into new revenue streams and access quality advertisers by adopting RTB. ClickAdilla's RTB platform serves as a powerful tool for unlocking the potential of RTB, providing advertisers and publishers with the means to maximize their success in the dynamic world of digital advertising. Embrace the power of RTB and gain a competitive edge in your advertising efforts.


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