Real-Time Bidding (RTB), also known as real-time auction, is an innovative, automated method for buying and selling online display advertising space. This concept, increasingly prevalent in the field of internet advertising, differs from traditional programmatic buying. It relies on instant auctions that take place on dedicated platforms, connecting advertisers and publishers.

RTB, short for Real-Time Bidding, represents a powerful marketing technology that is revolutionizing advertising data management in just moments. This relatively recent approach is primarily applied to online and mobile advertising. For both advertisers and buyers, RTB offers significant marketing advantages.

Indeed, advertisers can target specific user profiles based on precise criteria, whether sociodemographic or behavioral. Using data such as cookies and IP addresses, RTB sets the price of an ad impression for a given advertiser. For publishers, RTB effectively monetizes their display advertising offerings.

RTB is part of the broader field of programmatic marketing, an approach widely adopted by many advertisers for its numerous benefits, including increased sales, ad personalization, and the use of CRM data.

The advantages of RTB are numerous, with 75% of digital professionals planning to increase their programmatic investments. This approach allows for the development of sophisticated marketing strategies, the analysis of consumer behavior, and the creation of added value within the programmatic chain.

RTB operates through an automated process that allows advertisers to acquire advertising space via real-time auctions, thus offering flexibility.