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Real-time bidding
19
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2
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2
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Search complete. 19 mentions across 2 episodes found for "Real-time bidding".
Oct 21, 2026
Paul HarrisonGUEST
But for me, just in general, I think it opens up so many green fields that we haven't really explored.
Paul HarrisonGUEST
When RTB was first being created, it was really focused on the display space.
Paul HarrisonGUEST
There was no digital out of home.
Paul HarrisonGUEST
There was no CTV.
Paul HarrisonGUEST
So you get this stacking of margins on there.
Paul HarrisonGUEST
And so we've just recently been looking at, you know, all kinds of numbers for different media types.
Paul HarrisonGUEST
I mean, you look in the CTV space and you'll see like a very high number in the RTB that's because of all the middlemen and all of the data that's stacked on it.
Paul HarrisonGUEST
And then you look at going direct to the publisher.
speaker_0HOST
To understand why this is so significant, I think we need to look at how advertising works under the hood, particularly on the web.
speaker_0HOST
When you open a website containing advertisements, your browser often triggers something called a real-time binding, or RTB.
speaker_0HOST
And within milliseconds, an advertising exchange sends bid requests to potential advertisers.
speaker_0HOST
advertisers.