What does "RTB" mean?
- Real Time Bidding [RTB] is part of programmatic media buying. It consists of of buying and selling ads (by "impression") in real time in an instant auction. An ad exchange or a supply-side platform [SSP] make this possible. RTB is good for publishers because it typically increases income received from ads placed on their properties. RTB is good for advertisers because it lets one narrow the focus to the most efficient ads that give the highest Return on Ad Spend [ROAS].