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Real-time bidding (RTB) is a form of programmatic ad buying where publishers and advertisers sell and buy ad space in real-time auctions.
There are two sides to this process: Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs)
SSPs are platforms that allow publishers to put their available ad space up for auctions. The other side, DSP platforms, allow advertisers to automatically bid for available ad space.
RTB is a popular bidding strategy among advertisers because it allows precise targeting, cost efficiency, and real-time optimization of ad campaigns. For publishers, it has proven to be an effective way to reach a broad pool of advertisers, boosting revenue and ad fill rates.
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