What is Real-Time Bidding Advertising (or RTB Advertising)

This practice refers to the bidding process commonly used in the online digital display advertising to purchase ad inventory on the basis of per-impression basis. RTB advertising operates through an auctioning mechanism that involves ad exchanges, supply-side platforms, and demand-side platforms in the process. The bidding of RTB advertising is a programmed process through which online digital advertising practitioners evaluate each ad impression and submit the highest price to secure an ad space. In the real-time bidding process, advertisers will set parameters to determine target audience profiles, behaviors, and ad impression price for their campaigns.

Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice

Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)