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The ANONCHK cookie, set by Bing, is used to store a user's session ID and verify ads' clicks on the Bing search engine. The cookie helps in reporting and personalization as well.
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Real-time bidding differs from static auctions where advertisers can only bid for several thousand impressions in single package deals. This makes static auctions less efficient than RTB for advertisers as well as publishers.
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After the winning ad is selected, it is displayed on the webpage of the visiting user. The complete process, from user visiting the webpage to the final display of ad usually takes less than cem milliseconds.
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Real-time bidding is distinguishable from static auctions by how it is a per-impression way of bidding, whereas static auctions are groups of up to several thousand impressions.
Saving time: RTB enables advertisers to place hundreds or even thousands of ads within seconds. That’s exponentially faster than traditional ad placement.
For publishers: RTB increases revenue and fill rates by opening inventory to a wider variety of buyers in a competitive auction. Finally, publishers gain visibility of who is buying which inventory and can leverage this knowledge to charge more for their premium placements.
Your DSP determines that the impression fits your parameters, so it places a bid in the exchange. If your offer meets the floor price, you win the auction, and your ad appears to the user. If not, the bid continues to the next buyer on the server.