What is RTB?
The stream of acronyms in ad tech gives us a headache, too. But RTB's pretty important. It's what allows you to reach specific customers.
Real-time bidding: When a web page loads, impressions become available on the publisher’s site. This triggers an auction that is closed in a millisecond-long bidding process. The advertiser who has set parameters that match that impression and bids the highest price on the impression wins the bid, and their ad shows up on the page.
RTB has many advantages over direct buys. It is more cost-efficient and can provide valuable insight into where your ads have the highest impact. Advertisers can make set very specific parameters to target only certain potential clients, and can even try out different creatives and see what brings the most success.