Real-Time Bidding (RTB)
Real-time bidding (RTB) is a form of media buying in programmatic advertising where ads are bought and sold in an instant auction during the loading of a web page or app. It involves demand-side platforms (DSPs) and sell-side platforms (SSPs) facilitating auctions between ad buyers and sellers. Advertisers bid in real-time to display their ads to specific users based on their demographics and preferences. RTB increases efficiency for advertisers by automating the process of accessing ad inventory and allows publishers to maximize revenue by reaching a broader audience. Singular, a leader in marketing analytics, helps advertisers optimize their RTB campaigns by providing accurate ROI insights and cost aggregation tools.