Real-time Bidding (RTB)

Are you looking for a more efficient way to advertise your products or services? Programmatic advertising is the solution for you. One of the most popular programmatic advertising methods is real-time bidding (RTB). In this post, we will discuss real-time bidding and answer the six most popular questions about it.

What is Real-Time Bidding (RTB)?

Real-time bidding is an automated process for buying and selling digital ad space. In an RTB auction, advertisers bid for ad inventory in real-time, allowing them to reach their target audience effectively.

How do Auction Dynamics Work in RTB?

In RTB, auction dynamics determine the winning bid. Advertisers set a maximum bid for their target audience, and the highest bidder wins the ad space. The winning bid is typically just above the second-highest bid.

What is Ad Inventory?

Ad inventory refers to available ad space on websites or apps that can be sold to advertisers. It includes formats such as display ads, video ads, and native ads. Real-time bidding allows advertisers to access a vast array of ad inventory in different locations.

How Does Real-Time Bidding Affect Media Budgeting?

Real-time bidding provides cost-effective solutions for media budgeting as it enables advertisers to access inventory at a lower price than traditional methods of buying digital ads. With RTB, advertisers can set their budget and target audience effectively.

What Are Targeting Parameters in RTB?

Targeting parameters enable advertisers to reach their target audience by specifying demographics such as age, gender, location, interests, and behaviors. Using these parameters, advertisers can deliver personalized messages to their ideal customers.

What are the Benefits of Real-Time Bidding?

Real-time bidding offers numerous benefits such as cost-effectiveness, efficient targeting capabilities, and real-time optimization. Advertisers can also access a vast pool of ad inventory across different platforms, all with a single auction.


  1. "Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time" by Oliver Busch
  2. "Real-Time Bidding für Online-Werbung: Marktpotential und Auswirkungen auf das klassische Mediageschäft" by Florian Heine
  3. "Programmatic Advertising: The Practical Guide to Real-Time Media Buying" by Patrick Hutchison
  4. "Real Time Bidding: A New Era in Advertising" by Indrajit Sinha
  5. "The Programmatic Advertising Handbook" by Keith Richey
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