Programmatic

Real-Time Bidding (RTB) — Definition & Explanation

The process of buying and selling ad impressions through real-time auctions that occur in milliseconds. When a user loads a webpage, an auction takes place where DSPs bid on the impression based on audience data, campaign goals, and budget constraints.

How Real-Time Bidding (RTB) Works

RTB auctions complete in 100-300ms. The SSP broadcasts a bid request, DSPs evaluate and respond within the timeout window, the SSP runs the auction and selects the winning bid, and the winning creative is returned for display — all before the page finishes loading.

Why Real-Time Bidding (RTB) Matters for Publishers

RTB is the foundation of programmatic advertising. Stellor Media's RTB infrastructure connects publishers to 50+ demand partners for maximum competitive bidding on every impression.

Frequently Asked Questions

How fast does an RTB auction happen?

The entire auction completes in 100-300 milliseconds — faster than a human blink. This speed is why programmatic can evaluate audience data and bid for each individual impression.

How many bidders participate in a typical auction?

Depending on the SSP's demand coverage and the impression's attractiveness, 5-30 DSPs may bid. More bidders mean higher competition and better prices for publishers.

Can small publishers access RTB demand?

Yes. Stellor Media provides RTB access to publishers of all sizes, connecting them to premium demand regardless of traffic volume.

Related Terms

Maximize Your Ad Revenue with Stellor Media's SSP

Ready to put programmatic expertise to work? Join publishers earning 40% more RPM with Stellor Media's publisher-first SSP platform.

Get Your Revenue Assessment →