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RTB stands for Real Time Bid (Bidding) is a protocol that uses auction house in their bidding process
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 based on their demographic, psychographic, or behavioral attributes.
Open Real-Time Bidding (ORTB|OpenRTB) is a protocol to provide bids on individual impression opportunities.