Real-Time Bidding (RTB)

The process of buying and selling ads in real-time on a per-impression basis in an instant auction. Advertisers bid on each ad impression as it is served using technology that is based on behavioural targeting via cookies. Advertisers buy an audience instead of an ad placement. Ad placements are auctioned to the marketplace and the highest bidder’s ad is displayed.


Reach is defined as the total number of people who will be shown your ads across a particular channel.


The process that search engines use to qualify content based on relevance to the user’s search criteria. High-ranking pages appear nearer the top of search engine results.