RTB: What is it?

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May 24, 2013 by karamcaulay

It’s a bit like love really.  People search for it, think they’ve felt it, poets write about it, but do we really understand it?  Here are some definitions of RTB – Real-Time Bidding:

“A technology introduced in 2009 to make it easier for ad networks to buy only the inventory they want.” ~ Scott Spencer, Google

“RTB is the interface into an auction marketplace constructed on the foundation of Programmatic Buying & Selling.” ~ Paul Dolan, WPP

“RTB means that every online ad impression can be evaluated, bought, and sold, all individually, and all instantaneously.” ~ Jeff Green, The Trade Desk


Make sense?  Well, a little intellectual tenacity will get us there.

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