Real-Time Bidding


Real-Time Bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction.

Real-Time Bidding allows advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site.

Real-Time Bidding lets advertisers manage and optimize Advertising from multiple ad-networks by granting the user access to a multitude of different networks, allowing them to create and launch advertising campaigns, prioritize networks and allocate percentages of unsold inventory, known as backfill.

Real-Time Bidding transaction begins with a user visiting a website.

  • This triggers a bid request that uses the Advertising IDs for Identity Correlation to present demographic data, browsing history, Geolocation, and the data about page being loaded.
  • The bid request goes from the publisher to an ad exchange, which submits it and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads.
  • Advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page.citation needed

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