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Real-time Bidding

Real-time bidding (RTB) is a programmatic auction process for purchasing online advertising inventory. It allows advertisers to bid in real time on impressions or ad space, with the highest bidder's ad being displayed. The auctions typically take place within the milliseconds it takes for a webpage to load, making RTB an efficient way of ensuring that ads are served when there is potential engagement from users. In addition, advertisers can target their audience more precisely by using demographic data and user behavior information because each impression is evaluated individually before an ad is shown. This provides better performance measurements and return on investment (ROI) compared to traditional ad buying methods. Advertisers use specialized algorithms and tracking technologies within Demand Side Platforms (DSPs)