Programmatic & Buying

Real-Time Bidding (RTB)

An open-auction model where buyers bid in real time for each available impression. Used in DOOH but with venue/loop constraints that differ from web RTB.

Also known as: RTB, open auction

Related terms

Ad Exchange The auction-driven marketplace that sits between SSPs and DSPs, matching buyers’ bids to sellers’ DOOH inventory in real time. Programmatic DOOH Buying DOOH screen time automatically through ad-tech platforms rather than manual insertion orders, with inventory transacted between a DSP and an SSP via an exchange. Floor Price The minimum CPM a media owner will accept for an impression in a programmatic auction. Bids below the floor are rejected.