Real Time Bidding

Real time Bidding (RTB) refers to buyers and sellers determining which creative will be shown to a given user's client in a particular placement in real-time, often determined via an auction process on the seller's side. Unlike with upfront placements, RTB buying enables marketers to choose not to try to show a given web client an impression based on other factors that publishers are blind to, such as frequency of exposure on other publishers' websites or activity on the marketer's website.