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Real Time Bidding (RTB) definition

Real Time Bidding (RTB)

Real-time offer consisting of an offer request and a response to it. The offer request is triggered when a user visits a page. The request data (user location, browser history, website, device) is offered for sale through an SSP and an Ad Exchange. A DSP connected to this Ad Exchange responds to this offer with price and creative data (response to offer). The highest bid for the placement wins and the ad is served. All of this happens automatically and in milliseconds.

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More terms of Advertising

Device farms OTT/CTV

Advertising fraud in which activity is repeatedly generated on a device in order to simulate legitimate use, resulting in an illegitimate advertising demand.

Advertising

DMP OTT/CTV

Stands for Data Management Platform. Centralized data management platform that makes it possible to determine audiences by following a combination of data from various sources (navigation, advertising campaigns, CRM), own and / or third parties. The DMP, along with programmatic buying and selling platforms (DSP and SSP), allows these segments to be inserted into advertising calls in order to segment campaigns.

Advertising

Programmatic Advertising OTT/CTV

System that automates the purchase of online advertising campaigns.

Advertising

SSP OTT/CTV

Stands for Platform for the supply-side or Platform for the sell side. Technological platforms that allow OTT providers to manage their inventory of advertising space, incorporate advertisements and receive revenue.

Advertising

Tech Tax OTT/CTV

Term used to define the costs applied for the use of technological solutions of the programmatic ecosystem. Among these fees are those applied for using SSP, Ad Exchange, DSP, DMP and the agencies' trading desks.

Advertising

Multiscreen OTT/CTV

OTT operator service where the user can view digital content on one or more connected devices posses the installed software.

Advertising

Impression OTT/CTV

Metric used to count the advertising impacts generated in online campaigns that refers to the number of times an advertising piece has been served on the client device.

Advertising

Private Marketplace (PMP) OTT/CTV

Higher value ad groups grouped by publisher or SSP and not available in an open auction. Only selected advertisers can bid on these placements.

Advertising
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