Real-Time Bidding (RTB)
An automated auction that fills an ad slot in milliseconds as a page or app loads; a bid request may send device, location, or interest signals to multiple bidders.
Full definition
Real-time bidding (RTB) is an automated advertising-auction process in which a page or app can send a bid request containing signals such as device information, approximate location, or inferred interests to multiple market participants. The participants and fields vary by implementation, and not every bidder necessarily receives the same data. Privacy regulators and researchers have raised concerns about downstream access and reuse of bid-request data; an RTB flow can be one route by which information moves beyond the app or site a person uses.
Related terms
Targeted Advertising
Displaying ads to a consumer based on personal data obtained from activity across other businesses, websites, or contexts.
Mobile Advertising ID (MAID)
A resettable identifier associated with a mobile device or device profile, such as Apple IDFA or Google Advertising ID, that can help link app activity or ad interactions.
Surveillance Advertising
Advertising that relies on tracking and profiling people across sites, apps, or other contexts to target ads using observed or inferred traits.
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