Search the World's Largest Database of Information Science & Technology Terms & Definitions
InfInfoScipedia LogoScipedia
A Free Service of IGI Global Publishing House
Below please find a list of definitions for the term that
you selected from multiple scholarly research resources.

What is RTB

Chapter 165
Encyclopedia of Business Analytics and Optimization
Real time bidding. It is a trading system between DSP and SSP that allows DSPs to compete each other to get the display resource. SSP can then benefit from the competition since the competition increases the price to display ads.
Published in Chapter:
Performance Measures and RTB Optimization
Wenxue Huang (Guangzhou University, China), Yuanyi Pan (InferSystems Corp., Canada), and Jianhong Wu (York University, Canada)
Copyright: © 2014 |Pages: 9
DOI: 10.4018/978-1-4666-5202-6.ch165
Full Text Chapter Download: US $37.50 Add to Cart
eContent Pro Discount Banner
InfoSci OnDemandECP Editorial ServicesAGOSR