Once you take the time to brush up on what is programmatic advertising, you’re likely to happen across the phrase “real-time bidding”, abbreviated as RTB. RTB is a form of programmatic media buying that involves buying and selling of online ads in real time on a per-impression basis. The process typically occurs in less than a second, hence the name.
Real-time bidding is one of the main ways through which companies purchase programmatic ads, but it’s not the only method. If you prefer securing your ad space from publishers ahead of time, you can buy the ad space in advance through another process known as “programmatic guaranteed”.