Real-Time Bidding (RTB) Auction System
A Real-Time Bidding (RTB) Auction System is a auction system that is a real-time system that can solve a real-time bidding task.
- Context:
- It can (typically) contain a Demand-Side Advertising System.
- It can (typically) contain a Supply-Side Advertising System.
- Example(s):
- Counter-Example(s):
- See: Bidding, Auction, Dynamic Bidding, CPI Advertising.
References
2018
- (Wikipedia, 2018) ⇒ https://en.wikipedia.org/wiki/real-time_bidding Retrieved:2018-3-12.
- Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks by granting the user access to a multitude of different networks, allowing them to create and launch advertising campaigns, prioritize networks and allocate percentages of unsold inventory, known as backfill.
Real-time bidding is distinguishable from static auctions by how it is a per-impression way of bidding whereas static auctions are groups of up to several thousand impressions. RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising inventory sold, though the results vary by execution and local conditions.
- Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site. Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks by granting the user access to a multitude of different networks, allowing them to create and launch advertising campaigns, prioritize networks and allocate percentages of unsold inventory, known as backfill.
2017
- https://cloud.google.com/community/tutorials/real-time-bidder
- QUOTE: Real-time bidding (RTB) is a server-to-server integration option for network ad buyers that allows networks to evaluate and bid on an impression by impression basis. It enables consolidated buying-and-measurement and real-time algorithmic optimization in a transparent, directly accessible platform. Technology innovation by ad exchanges, demand-side platforms, and supply-side platforms has driven the uptick in adoption of RTB but has also created barriers through technical complexity.
Real-time bidding applications, or bidders, are non-trivial, global distributed systems that must be highly available, scalable, and predictable. Typically, a bidder must respond to an exchange request within 100 milliseconds and this single constraint influences key decisions everywhere along the bidder’s technology stack, from the physical infrastructure to the implementation of bid logic. Ad exchanges offer RTB in multiple regions and bidders that are physically closer to the exchange servers will observe lower round-trip latencies, providing additional time for executing sophisticated bidding logic.
- QUOTE: Real-time bidding (RTB) is a server-to-server integration option for network ad buyers that allows networks to evaluate and bid on an impression by impression basis. It enables consolidated buying-and-measurement and real-time algorithmic optimization in a transparent, directly accessible platform. Technology innovation by ad exchanges, demand-side platforms, and supply-side platforms has driven the uptick in adoption of RTB but has also created barriers through technical complexity.