What is biddable media?
The digital marketing environment changes so quickly and often that it can be difficult to define biddable media exactly. A number of definitions can be found with a simple search, but one from Alison Watson stood out to me.
“Biddable media is made up of three primary components: one – a media marketplace, two – a technology platform that enables RTB, and three – multiple advertisers bidding on the same impression (an auction). It comes in many forms and is most effective when purchased in combination with first and/or third-party data.”
GoogleAds is the largest biddable media platform in the world. This video gives a quick explanation on how it works.
To summarize, bids are placed on the ad space at the top of Google’s search results. Advertisers will bid against each other to be the first result that pops up when one their target keywords is used in a query. When a potential customer clicks on the ad, the advertiser pays Google. These ads at the top of the page are called paid search results, but other results are organic.
Organic search results are not ads paid for by companies to promote their product, but rather quality answers to consumer queries. Quality content that addresses a topic of interest can work it’s way to the top of search results depending on a number of factors. These factors are discussed in my posts Onsite SEO and Offsite SEO.