RTB
Real-Time Bidding
RTB (Real-Time Bidding) is an automated auction in which every ad impression is bought and sold within milliseconds as the page loads.
What is RTB (Real-Time Bidding)?
RTB is a programmatic method of buying display advertising: an impression is put up for auction, and the winner is determined before the user sees the banner. Bidding runs on the OpenRTB protocol, and deals are executed through ad exchanges.
## How it works
A publisher (website or app) sends a bid request to the exchange via an SSP. The request contains impression parameters: site or app, geo, device, content category, and user data if available. Advertiser DSP systems evaluate the impression within a short time, usually tens to hundreds of milliseconds, and respond with a bid (bid response). The winning bid is determined by the auction rules, and then the creative is shown.
## Where it is used
RTB is used for banner, native and video ads, including traffic for casinos, bookmakers, crypto projects, fintech and dating. For nutra and gambling, RTB availability depends on the specific exchange and DSP: many platforms restrict categories or require pre-approval of creatives and landing pages.
## What affects it
The final impression price depends on auction competition, audience quality and platform policies. Bids are usually set in CPM, so it is important to monitor the cost per thousand impressions, frequency and actual conversions, not just volume. The stricter the brand safety filters, the less inventory is available.
## Common mistakes
Typical problems include wasting budget on bot and fraudulent inventory, lacking domain and app blacklists, overly broad targeting without segmentation, and bidding without accounting for the fact that in first-price auctions you pay your own bid, so the bid is close to the real cost of the impression. Without constant monitoring of platforms and campaigns, RTB quickly becomes expensive.
## Why it matters for high-risk verticals
FAQ
How is RTB different from programmatic advertising?
Programmatic is a general term for automated ad buying, while RTB is one of its methods, in which every impression is sold in a real-time auction.
Can I run RTB for casinos and crypto?
Yes, but it depends on the rules of specific exchanges and DSPs and on the country where the ads are shown. Many platforms restrict these categories, so check requirements in advance and prepare licensing documents.
What are a bid request and a bid response?
A bid request is a request from the platform describing the impression and user data. A bid response is the advertiser system's reply with a bid and a creative. The winner is determined by the auction rules.