Real-time bidding (RTB)

The process of purchasing and selling digital ad space through real-time auctions that occur in the time it takes a webpage to load.

In Real-time bidding (RTB) auctions, advertisers (via Demand-side platform (DSP)s) bid on individual impressions put forward from publishers (via Supply-side platform (SSP)s and Ad exchanges).

The whole bidding process is super fast, usually taking less than 200 milliseconds. For perspective, it takes about 300 milliseconds to blink!

Search

Share this article

Sign up for our newsletter

If you are interested in receiving fresh content about analytics and advertising technologies, sign up for our newsletter!