Real-time bidding (RTB) is an auction system that happens behind the scenes in digital advertising using the widely adopted Open RTB (oRTB) standard.. Often in the time it takes for a webpage to load. The publisher sends available ad space dimensions to a supply-side platform, which looks at cookies, and increasingly other signals like context and cookieless identity alternatives, to determine what ad would be relevant to a user. The demand-side platform then assigns a value to the user and places a bid on the ad space based on that information. The supply-side platform receives the bids and picks a winner based on the highest and most relevant bid, and the website loads with the winning ad. RTB can help businesses target specific audiences and deliver an excellent return on investment.
The current largest RTB Platforms are listed below. PubWise works with each in different capacities to improve revenue for our publisher partners.
- Google Ads (formerly DoubleClick Bid Manager)
- Amazon Advertising Platform (AAP)
- The Trade Desk
- Rubicon Project