Real-time bidding (RTB)

Bidding on inventory in real-time. A real-time bid is often dynamically generated based on past performance of creatives, inventory, user groups, and other parameters. Real-time bidding may differ from real-time buying, which can mean allocating inventory in real-time through prioritization rather than a monetary bid. Real-time bidding also implies multiple bidding systems or exchanges making calls to each other in real-time.