{"id":820,"date":"2016-12-05T21:44:39","date_gmt":"2016-12-05T21:44:39","guid":{"rendered":"https:\/\/www.getsmarter.com\/blog\/?p=820"},"modified":"2025-08-22T12:42:54","modified_gmt":"2025-08-22T10:42:54","slug":"an-introduction-to-real-time-bidding-rtb","status":"publish","type":"post","link":"https:\/\/www.getsmarter.com\/blog\/an-introduction-to-real-time-bidding-rtb\/","title":{"rendered":"An introduction to real-time bidding (RTB)"},"content":{"rendered":"

\u2013 By Chris Hogg, Course Designer, Goldsmiths, <\/a>University of London\u00a0Digital Marketing\u00a0online short course.<\/em><\/p>\n

*Learn more about Digital Marketing Strategy<\/a><\/p>\n

Online Ad Campaigns are complicated.<\/strong><\/p>\n

The price of putting together an online campaign can be 30% more expensive in time and effort than a print campaign if not correctly managed. It\u2019s far easier for an advertiser to find half a million people who are interested in buying a car at this moment on TV than online.<\/p>\n

Real Time Bidding is a technology that grew in response to these two problems. There had to be a way of bringing online advertisers and publishers together in a more painless way.<\/p>\n

2007 was the pivotal year for real-time bidding, as it was the year Ad Exchanges arrived. These new technologies created huge pools of available inventory. This created the scale that advertisers were asking for.<\/p>\n

\"industry-marketing-real-time-bidding-thumb-2\"<\/p>\n

With large pools of inventory and buyers able to get hold of it, the time was right for a technology paradigm shift and RTB was the missing piece.<\/p>\n

Exchanges began to build real-time bidding Application Program Interface\u2019s (API\u2019s).This meant that a workflow was developing to allow data-driven display advertising strategies.<\/p>\n

RTB has taken off for one simple reason: Buyers see real benefits from it:<\/p>\n

\u2013 Cost per thousand impressions rates are lower than with Traditional ad networks.
\n\u2013 Data allows an increase in click-through rates (CTR\u2019s).
\n\u2013 The reach is bigger than any ad network could ever supply.<\/p>\n

\"industry-marketing-real-time-bidding-thumb-4jpg\"<\/p>\n

2009 -2010 saw a surge in support for RTB from the supply side. It began a wave of growth with DSP\u2019s, Ad networks, Agency Trading Desks all eager to take advantage, and it has grown exponentially since.<\/p>\n

Learn the jargon:<\/h5>\n

\"industry-marketing-real-time-bidding-thumb-3\"<\/p>\n

You\u2019ll learn more about this topic in Module 7 of the Goldsmiths, University of London Digital Marketing online short course.<\/strong><\/p>\n

FIND OUT MORE<\/a><\/p>\n

*view the full slideshare here<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s how real-time bidding will impact your digital marketing strategy.<\/p>\n","protected":false},"author":74,"featured_media":17263,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[127,125],"article-format":[],"class_list":["post-820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-career-advice","tag-career-advice","tag-marketing"],"acf":[],"yoast_head":"\nAn Introduction to Real-time Bidding (RTB) - GetSmarter<\/title>\n<meta name=\"description\" content=\"The price of putting together an online campaign can be 30% more expensive in time and effort than a print campaign if not correctly managed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getsmarter.com\/blog\/an-introduction-to-real-time-bidding-rtb\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An introduction to real-time bidding (RTB)\" \/>\n<meta property=\"og:description\" content=\"The price of putting together an online campaign can be 30% more expensive in time and effort than a print campaign if not correctly managed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.getsmarter.com\/blog\/an-introduction-to-real-time-bidding-rtb\/\" \/>\n<meta property=\"og:site_name\" content=\"GetSmarter Blog\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-05T21:44:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-22T10:42:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2016\/12\/Website-article-500x500px-realtime2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shameel Mohanlal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"GetSmarter Staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.getsmarter.com\/blog\/an-introduction-to-real-time-bidding-rtb\/#primaryimage\",\"url\":\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2016\/12\/Website-article-500x500px-realtime2.jpg\",\"contentUrl\":\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2016\/12\/Website-article-500x500px-realtime2.jpg\",\"width\":500,\"height\":500},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.getsmarter.com\/blog\/an-introduction-to-real-time-bidding-rtb\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.getsmarter.com\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\/\/www.getsmarter.com\/blog\"}]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"An Introduction to Real-time Bidding (RTB) - 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