Real-Time Bidding (RTB)
AI
A way of transacting media that allows an individual ad impression to be put up for bid in real time. This is done through a programmatic on-the spot auction, which is similar to how financial markets operate. RTB allows for addressable advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes. AI plays a key role in bid adjustments and targeting.
