# RTB: what it is and how it works · Zorraquino
> RTB, or real-time bidding, is the buying and selling of advertising impressions through automated auctions resolved as each ad opportunity arises.
URL: https://www.zorraquino.com/en/dictionary/advertising/rtb.html

# RTB

RTB, or real-time bidding, is the buying and selling of advertising impressions through automated auctions resolved during an opportunity to display an advertisement

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is one part of [programmatic advertising](https://www.zorraquino.com/en/dictionary/advertising/programmatic-advertising.html), which also includes deals without auctions. A private marketplace can use RTB: private describes who has access, not necessarily how the price is set. The operation should distinguish available data, distribution conditions and measurement; winning an impression does not guarantee that the message is seen or receives attention.

Also known as

Real-time bidding

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Programmatic advertising](https://www.zorraquino.com/en/dictionary/advertising/programmatic-advertising.html)
- [Header bidding](https://www.zorraquino.com/en/dictionary/digital-marketing/header-bidding.html)
- [Ad impression](https://www.zorraquino.com/en/dictionary/advertising/impression.html)