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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Cynopsis 02/25/26: MGM+ Renews "Robin Hood" https://t.co/k8LWw2ZGV9 pic.twitter.com/vJyGjGlKun
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Cynopsis 02/10/26: Scripps Sells Court TV https://t.co/fL3JbLAsqj pic.twitter.com/4v6YJJjfuN
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Cynopsis 02/09/26: Olympics Ratings Off to a Strong Start https://t.co/DuDuuAvvTr pic.twitter.com/uPxBcQKMby
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Cynopsis 02/06/26: "Dark Winds" Renewed for Season Five https://t.co/hpynoSknKm pic.twitter.com/Ew7VA7b5HP
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Cynopsis 02/04/26: Disney Names Iger Successor https://t.co/h28PVvAu7l pic.twitter.com/ee3qGZn78K
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Cynopsis 02/03/26: Apple TV Hands Early Season 3 Renewal to "Your Friends & Neighbors" https://t.co/Kumb3wtnns pic.twitter.com/iQB3AhG6WH
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Cynopsis 02/02/26: HBO Renews "It's Florida, Man" for Season Three https://t.co/DnhkwAAZ8D pic.twitter.com/PabW5BjNaP
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Cynopsis 01/30/26: Netflix Hands Early Renewal to "Lincoln Lawyer" https://t.co/Oy5GXRPU44 pic.twitter.com/caFvDrEX8z
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Cynopsis 01/27/26: Premiere Date Set for Hulu's "The Testament" https://t.co/jVxu7flAni pic.twitter.com/7WNk5KGNJZ
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Cynopsis 01/26/26: NBC's "The Hunting Party" Heads to Netflix https://t.co/LhEvXScFhw pic.twitter.com/gjLEntkMuO
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Cynopsis 01/21/26: Streaming Hits New High https://t.co/mtPqsnlGl3 pic.twitter.com/9SNN9YfCzD
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Cynopsis 01/20/26: Trump Says He'll Protect Army-Navy Game With Exclusive Broadcast Window https://t.co/p3mXqJATcM pic.twitter.com/oUzZLFApU4
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— Cynopsis (@CynopsisMedia) January 16, 2026
Cynopsis 01/15/26: Netflix Back on Top in SVOD Market Share https://t.co/KuEewxSIzz pic.twitter.com/M8qCtOaZMw
— Cynopsis (@CynopsisMedia) January 15, 2026
Cynopsis 01/14/26: Anheuser-Busch Is Set to Score https://t.co/9gQQpFkfPB pic.twitter.com/d48ponwtxj
— Cynopsis (@CynopsisMedia) January 14, 2026
Cynopsis 01/13/26: A "Shore" Thing for Paramount+ https://t.co/ql2TkWl18R pic.twitter.com/cUqy3kvYbY
— Cynopsis (@CynopsisMedia) January 13, 2026
Cynopsis 01/12/26: Netflix Renews "Black Mirror" for Season 8 https://t.co/MJMxWvenQO pic.twitter.com/5yDlvGZAYM
— Cynopsis (@CynopsisMedia) January 12, 2026
Cynopsis 01/08/26: Yahoo Integrates Agentic AI https://t.co/CqmQXgQPrT pic.twitter.com/bsvrIjKpm7
— Cynopsis (@CynopsisMedia) January 8, 2026
Cynopsis 01/07/26: NBCU Looks to a Legendary February https://t.co/K27u5Jpnbz pic.twitter.com/6Yl5ogc3D4
— Cynopsis (@CynopsisMedia) January 7, 2026
Cynopsis 01/06/26: WPP Unveils Agent Hub https://t.co/NHQK0MD9NZ pic.twitter.com/OU2AyOSR2X
— Cynopsis (@CynopsisMedia) January 6, 2026
Cynopsis 01/05/26: New "CBS Evening News" Anchor Gets an Early Start https://t.co/PE0dRxt2j5 pic.twitter.com/x1eLjEgpWi
— Cynopsis (@CynopsisMedia) January 5, 2026