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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Preferred Deal/Unreserved Fixed Rate OTT/CTV

Offer variant in the private market where a publisher or SSP offers inventory at a predefined price.

Advertising

App spoofing OTT/CTV

An ad fraud scheme in which a malicious party impersonates another application, causing the ads to redirect to applications that mimic other more popular apps.

Advertising

CPM OTT/CTV

Stands for cost per thousand impressions. The cost that an advertiser must pay for 1000 ads to be served.

Advertising

Ad Exchange OTT/CTV

Technology platform where programmatic advertising transactions are carried out connecting demand (DSP; demand side platforms) and supply (SSP; supply side platforms).

Advertising

Programmatic Direct OTT/CTV

A transaction between a publisher and an advertiser that takes place through a programmatic ad buying system. The inventory is sold and guaranteed directly.

Advertising

Header Bidding OTT/CTV

System that allows publishers to bypass the traditional cascade auction method, where demand / SSP partners are called in a predetermined order. Instead, Header Bidding enables publishers to organize unified auctions in which all bidding partners compete simultaneously in real time.

Advertising

Ad Network OTT/CTV

Advertising platform where inventory of different publishers, who share a direct contractual relationship, is sold.

Advertising

DEAL ID OTT/CTV

Tag that allows to identify an agreement between buyers and sellers in the programmatic ecosystem. For example, buyers can purchase inventory at defined prices on a private exchange that may not be available to other bidders.

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