what is rtb in marketing

RTB stands for real-time bidding, which is a process in which digital advertising inventory is bought and sold in less than a second. It is a form of programmatic advertising that allows for the buying and selling of digital ads in real time. Advertisers and publishers (website owners) can use RTB to evaluate and bid on programmatic ad inventory. In RTB, a real-time auction is conducted when users go to a website or mobile app, and advertisers bid and compete for an ad space. If the advertiser has the highest bid in the auction, their ad is displayed on a publisher’s website or mobile app. RTB is important for both advertisers and publishers as it provides more streamlined, efficient, and targeted buying, and increases revenue and fill rates by opening inventory to a wider variety of buyers in a competitive auction.