It uses many layers of data to target ads in real time with unprecedented accuracy. The platform processes hundreds of thousands of ad opportunities in milliseconds and decides which one is best for your audience and budget.

WHAT IS RTB?

Real time bidding (RTB) is a server-to-server buying process that allows inventory (ad space on websites) to be bought and sold on a per-impression basis. It happens instantaneous through an auction that determines who gets to buy a specific impression. It happens programmatically in the same way as financial markets do. If a bid is won, the advertisers ad is immediately shown on the bought publishers site.

REAL-TIME BIDDING IS NOT THE SAME AS PROGRAMMATIC

RTB is a decision process within programmatic however not all programmatic advertising uses RTB. For example, programmatic direct refers to an arrangement made directly between advertiser and publisher where inventory is agreed at a fixed price for a guaranteed number of impressions however the execution is carried out programmatically (in an automated way). Therefore, a real-time auction is not carried out.

HOW RTB TRANSFORMS CAMPAIGN PERFORMANCE

• Improved ad performance
• Reduced media wastage
• Lowered cost per acquisition
• Better targeting capabilities
• Greater transparency
• Less operational efficiencies
• Increased margins
• Accurate attribution

HOW DOES THE BIDDING PROCESS WORK?

As the name implies, RTB operates on an auction model. You set the max bid (CPM) that you will pay for a placement and win impressions at $0.01 above the next highest bidder. Here is an illustration:

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