Real-time bidding, or RTB, refers to the buying and selling of online ad impressions through real-time auctions – in other words, auctions that occur in the time it takes a webpage to load. RTB auctions are generally facilitated by supply-side platforms (SSPs) or ad exchanges. RTB is a type of programmatic advertising, though it’s worth clarifying that not all programmatic advertising uses RTB. Some programmatic platforms let publishers sell inventory ahead of time, for a fixed price. As mentioned in a previous Codebreaker, this is known as “programmatic direct” or “programmatic guaranteed.”
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