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Knowledgebase IAB What is RTB?


What is RTB?

Last Updated: April 27, 2020

What is RTB?

Real-time bidding (RTB) is the buying and selling of online ad impressions through real-time auctions, via programmatic instantaneous auction.

How does RTB work?

When an ad impression loads in a web browser, the user on the page is passed to an ad exchange. The user impression is then auctioned off to an advertiser that will willing to pay for the highest bid. The winner of the highest bidder’s ad then loads onto the webpage in a matter of milliseconds. Advertisers typically use demand-side platforms to help them decide which ad impressions to purchase and how much to bid on them based on a variety of factors.


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