Glossary

Real-Time Advertising is a concept in which online advertising space is auctioned off in real time using the real-time bidding principle. In real-time advertising, publishers and advertisers meet on a demand side platform (DSP). Publishers make their inventory available here, which can be used for advertising. Advertisers, on the other hand, query this advertising inventory and submit their bids. Real-time bidding (RTB for short) is used here. This automatically determines which ad insertion achieves the best effect in terms of price, topic relevance, and target group.