Real-Time Bidding (RTB)

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.

See https://developers.google.com/authorized-buyers/rtb/start#basics

• A real-time auction is an opportunity to optimize for every ad request.
• Provides visibility into the true value of your ad inventory.

Open Real-Time Bidding (ORTB|OpenRTB) is a protocol to provide bids on individual impression opportunities.

• Ad - Request (to serve an ad) Request

See:

• Specification
• Reference implementation
• Examples
• https://github.com/InteractiveAdvertisingBureau/openrtb

• https://developers.google.com/authorized-buyers/rtb/start
• https://www.iab.com/guidelines/real-time-bidding-rtb-project/
• https://developers.facebook.com/docs/audience-network/mapp-bidding-overview