Real-time bidding is a key component of the programmatic advertising process, which is what happens behind the scenes to make digital ads appear in front of a target audience of people when they visit websites.
When someone opens their inbox and sees an ad on the side of the screen for the shoes they’ve been eyeing recently, programmatic advertising made that happen. But why did the shoe ad appear instead of another relevant ad, like the local dealership’s ad about the car they’ve been researching? That’s where real-time bidding comes in.
Take a look at how the whole process works: