Exploring real-time bidding [webinar question]

Did you get a chance to attend our  webinar on programmatic media buying?  During the live event, we received a number questions about the players in the digital advertising ecosystem. We want to make sure you have a handle on this complex topic, so we're planning to answer each of these questions for you right here.

Here's a question we received from an attendee.

What is RTB?

RTB means “real-time bidding.” It’s a form of programmatic buying in which display ad inventory is bought by agencies/advertisers and sold by publishers through an online media exchange with auction pricing in real time. It takes place one ad impression at a time, sometimes in 1/3 of a second. The targeting and metrics involved deliver advertisers greater granularity. However, much of RTB is done blindly without the buyer knowing who will be running ads on their site and vice versa. Another disadvantage is that much of the inventory that is sold is remnant.

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