What is Real Time Bidding? (RTB)


If you breathe and live in the Online Advertising space, you most definitively have heard the term Real Time Bidding or more commonly known as RTB. This is a relatively new technology to even people who consider themselves to be veterans of the online advertising industry. It is not an easy concept to grasp and I have found it easiest to understand by looking at it from multiple angles and hearing it defined from multiple people.


RTB in simplest terms is an auction between an advertiser and publisher, with the advertising server being the middle man. An advertiser has certain parameters of a perfect targeted user and a publisher has the target user surfing the site in which the ad can be displayed on their inventory. When a user loads a web page, in milliseconds the ad server will place a bid determined by algorithms on how targeted that…

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