What is Real-Time Bidding (RTB)?

Real-time bidding (RTB) is the buying and selling of online ad impressions through real-time auctions that happen within milliseconds. The process starts once a user visits a website and a bid request is activated. The bid request is then sent out to several advertisers, who can then automatically bid on the ad slot in order to get their advertisement placed on that website. Advertisers can preset a price maximum for each of their placements, and thus the highest bidder’s ad is then placed seamlessly on the viewer’s page.