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Definition Real Time Bidding

RTB or Real Time Bidding is an advertising term that describes an automated process of selling and buying ad inventory through a programmatic online auction.  Once advertisers win the bid, their ads are instantly displayed.

What is Real Time Bidding ?

Real-time bidding auctions are instantaneous and fast, and the main appeal of it for publishers and advertisers is selling and purchasing inventory within seconds, and gaining immediate access to consumers and revenue. The real time bidding process happens in real time so when a visitor to the publisher’s webpage loads the impression, the information on the page and the user is immediately sent to the ad exchange which starts an auction. After selecting the winning bid, the ad is immediately loaded on to the user’s webpage display.

What is RTB in marketing?

At its core, RTB marketing entails the use of data to identify and reach out to potential customers. Since RTB is automated, it’s typically facilitated by ad exchanges and supply-side platforms that don’t require any manual input from advertisers or publishers. Publishers place their ad inventory through supply-side platforms and set their criteria, while advertisers set their bids and their parameters through demand-side platforms.

Another term for RTB is programmatic ad buying, as these terms are closely connected. But not all programmatic advertising is done through RTB. This is a method of purchasing ad inventory that guarantees ad impressions at a fixed price.  Advertisers can good deal with publishers to secure the inventory they require and ensure that their ads appear in the right places at the right times. RTB is essential in programmatic advertising, as it gives advertisers the opportunity to make their spending more efficient and their targeting more accurate.

RTB advertising buyers bid on ad impressions based on a variety of factors such as target audience, ad format, device, and location. Additionally, publishers get higher revenue, and consumers are served with personalized ads. RTB advertising campaigns implement powerful algorithms that analyze massive amounts of data to determine the most effective ad placement. Marketers can launch advertising campaigns for various products or services through RTB.


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