Real-time bidding (RTB) is the auction mechanism in programmatic advertising where bids on a single impression are placed and settled at the moment a page loads. The process happens in a fraction of a second and involves the advertiser's platform, an ad exchange, and the publisher's system. RTB makes it possible to price every impression individually based on the user's profile.
When a user opens a news site, real-time bidding decides which advertiser gets to show its ad in the available placement.
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