What does RTB stand for in the context of programmatic marketing?

RTB stands for Real-Time Bidding in the context of programmatic marketing. Real-Time Bidding is a crucial component of programmatic advertising that allows advertisers to bid on ad impressions in real-time, as users visit web pages. This process occurs in milliseconds and enables advertisers to target specific audiences with relevant ads based on their preferences, behaviors, and demographics.

In Real-Time Bidding, multiple advertisers can compete for the same ad space, and the ad space is awarded to the highest bidder. This dynamic auction system ensures that advertisers are only paying for impressions that are most valuable to them, optimizing their advertising spend and improving campaign performance.

This approach contrasts with other forms of advertising, where inventory is often bought in bulk or predetermined prices are set. By leveraging data and real-time auctions, RTB maximizes efficiency and effectiveness in reaching the right audience at the right time.