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Real Time Bidding
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Real Time Bidding (RTB) was developed in order to have an inventory cost-effective price on ad exchanges. Billions of network impressions a day are auctioned to multiple bidders, with the impression going to the highest bidder. Rather than bidding on a block of 1,000 random impressions, advertisers could vary their bid on a specific user based on their previous browsing habits and behavioral intent.



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