How Real-Time Bidding Works for Inbound Calls

Real-Time Bidding (RTB) changed digital advertising, allowing advertisers to make instant, data-driven decisions on ad placements. Now, this technology is being applied to inbound call buying, enabling buyers to dynamically bid on calls based on real-time data. While some phone platforms offer manual RTB options, CallCompute applies the same idea from the buyer's side: you set the rules, and our algorithm applies them to every call opportunity across your suppliers, with minimal integration.

Step-by-Step Breakdown of RTB for Inbound Calls

The RTB process for inbound calls follows a structured yet highly flexible framework. Here's how it works:

1. Call Generation

• A consumer initiates a call in response to an advertisement, landing page, or marketing campaign.
• The call enters a queue within a call exchange or marketplace.

2. Real-Time Auction Initiation

• When a call is available, the auction process begins immediately.
• CallCompute's proprietary algorithm assesses the call's attributes in real time, factoring in key data points such as:
  • Caller intent
  • Demographics and location
  • Whether the buyer it represents needs the call
  • The competition for calls in general now
  • Budget targets
  • Daily call quota targets
  • Call center concurrency needs
  • Historical performance of similar calls
  • The buyer's conversion metrics and preferences

3. Dynamic Bidding and Decisioning

• Unlike static setups with fixed bid values, CallCompute's system evaluates each call against the buyer's rules and the buyer's own data.
• The system determines the optimal bid price in milliseconds based on real-time insights rather than rigid pre-set values.
• Buyers only pay what the call is worth to them at that specific moment, maximizing efficiency and ROI.

4. Call Delivery to the Winning Bid

• Once the bidding process concludes, the exchange or supplier platform delivers the call to the highest bidder who meets the call criteria, irrespective of whether it's a dynamic or static bid.
• CallCompute is buyer-side software. We don't sell, route or broker calls. Our role is the decision before delivery, so that CallCompute's buyers win the calls most aligned with their acquisition goals.

5. Post-Auction Optimization

• CallCompute continuously refines its bidding model based on their buyer's own historical data and performance.
• The platform provides real-time insights, so buyers can adjust strategies or override any rule at any time.

6. Operational Efficiencies with Call Buying

• CallCompute's bidder can quickly adapt to technical issues or disruptions in a buyer's call center or telephony system, pausing or reducing bids to prevent wasted spend.
• The system automatically reallocates budget and adjusts bidding strategies based on call volume, performance trends, and real-time buyer capacity, within the limits the buyer sets.

Why CallCompute's RTB is Different

While some phone platforms offer simplified RTB models, CallCompute's approach is unique due to:

Proprietary Decision-Making Algorithm

Unlike traditional phone-based RTB solutions, CallCompute's system is deeply integrated with the buyer's own data, allowing for more precise and adaptive bidding.

Minimal Integration

Buyers don't need to invest heavily in tech infrastructure. CallCompute connects to existing suppliers through one API integration, requiring only essential data inputs.

Flexibility and Customization

Each buyer configures their own budgets, CPA targets, quality thresholds, schedule and capacity, so the bidding strategy follows their goals.

CallCompute is software you configure: you set the rules, we apply them to every call. With minimal integration and no contract or fee with any supplier, it helps buyers pay for each call based on what it is worth to them, across all of their platforms at once.

References

• IAB Tech Lab. (2022). OpenRTB Framework. Retrieved from https://iabtechlab.com/standards/openrtb/