What is Real-Time Bidding?
RTB (Real-Time Bidding) is an online advertising technology that enables publishers (website owners) to sell advertising inventory through an ad exchange platform on an impression-by-impression basis as each impression becomes available on a publisher’s website (i.e., in real time).
RTB enables buyers (advertisers) and sellers (publishers) to dynamically adjust their bids based on changing market conditions and real-time feedback that depicts the effectiveness of an ad campaign.
Typically, RTB is used in conjunction with user data allowing for improved ad targeting and greater campaign effectiveness, which has led to the concept of “audience buying” rather than “inventory buying”.
RTB enables the targeting of audiences vs. only websites.