Real-time Bidding (RTB) refers to the buying and selling of online ad impressions through real-time programmatic auctions. Real-time bidding has buyers who bid on an impression ad. If they win the bid, the buyer’s ad is instantly displayed on the publisher’s site.
Ad Exchanges, DSPs, SSPs and Real-time bidding work together to ensure that an ad is served to the user. And, RTB decides which buyer gets to buy that ad and publish it to the user. The buyer/advertiser who is willing to pay the highest price for an ad, wins the bid. RTB auctions are often facilitated by ad exchanges or supply-side platforms.