RTB
Real-time bidding in programmatic advertising. It allows advertisers to bid on individual ad impressions within milliseconds and is a core technical process of ad exchanges.
Timeline (last 90 days)
RTB (real-time bidding) is the core protocol of programmatic advertising: when a user loads a page containing ad slots, the SSP sends a bid request to the ad exchange market, multiple DSPs return bids and creative assets within about 100 milliseconds, and the highest bidder's ad is rendered on the page, with the entire process driven by standardized protocols such as OpenRTB.
RTB's millisecond-level, multi-intermediary, cross-domain spliced structure makes it very difficult to complete ad content review before delivery.
All Facts (2)
RTB (real-time bidding) is the core protocol of programmatic advertising: when a user loads a page containing ad slots, the SSP sends a bid request to the ad exchange market, multiple DSPs return bids and creative assets within about 100 milliseconds, and the highest bidder's ad is rendered on the page, with the entire process driven by standardized protocols such as OpenRTB.
50%UnverifiedRTB's millisecond-level, multi-intermediary, cross-domain spliced structure makes it very difficult to complete ad content review before delivery.
50%