Real-time bidding (RTB) is a term used in the context of online advertising to refer to the use of technology and algorithms to automate and optimize the buying and selling of ad inventory in real-time. RTB typically involves the use of software and platforms to enable advertisers to bid on ad impressions in real-time, and to automatically determine the winning bid and the ad to be served to the user. RTB can be an effective way for advertisers to reach and engage with their target audience, and to drive brand awareness and engagement. RTB can also be beneficial for publishers and platforms, as it can provide a more efficient and transparent way to monetize their ad inventory, and can help to maintain and grow relationships with key advertisers. RTB can be an important part of an advertiser's media planning and buying strategy, as it can provide access to a wide range of ad inventory, and can help to maximize the reach and effectiveness of an advertising campaign.