What is RTB?

Real Time Bidding (RTB) is the process of buying and selling ads in real time on a per impression basis. In RTB process, a DSP, an ad exchange and an SSP is involved. Through the RTB process the advertiser can bid on specific inventory that they would like to purchase from a specific publisher. This is done in an instantaneous manner.

The pricing is done on a CPM (Cost per Mille) basis. There is an auction process put in place where the highest bidder gets access to the ad inventory. The winning bidder’s ads is instantly loaded on to the publishers site. This whole process lets a few milliseconds to finish up.

It is important to remember that RTB is a type of programmatic advertising. Not all programmatic advertising uses RTC. Some programmatic advertising technology sell publisher inventory at a fixed price instead of an open-auction concept.