SSP works with real-time bidding (RTB), which is an automated auction that happens to determine which ads will appear on the webpage someone is searching for. The crazy thing about RTB is it takes place in a matter of milliseconds to negotiate and select ads that best fit the consumer. This process takes place while the webpage loads. Real-time bidding allows web publishers to optimize the amount of ads that can be shown on their ad inventory. RTB is sold on impressions, which means every time an ad appears on your site, it is counted. The viewer doesn’t even need to click on the ad for you to make money. If the ad is on your site, advertisers are paying for it. That equals more money for your site by the number of ads that can be shown.