{"id":12672,"date":"2014-12-07T00:00:00","date_gmt":"2014-12-07T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/how-real-time-bidding-rtb-and-rta-works\/"},"modified":"2026-02-26T13:37:56","modified_gmt":"2026-02-26T13:37:56","slug":"how-real-time-bidding-rtb-and-rta-works","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/how-real-time-bidding-rtb-and-rta-works\/","title":{"rendered":"How Real Time Bidding Rtb And Rta Works"},"content":{"rendered":"<p><img decoding=\"async\" width=\"600\" height=\"448\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/us-programmatic-share.gif\" alt=\"\" loading=\"lazy\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>But what is it and how does real time bidding actually work?<\/p>\n<p>I have 2 recommendations for you:<\/p>\n<h2>1. A detailed e-book (in German)<br>\n<\/h2>\n<p>This truly excellent work explains all aspects of RTB clearly and in detail. It is an absolute reading recommendation for every (online) marketer.&nbsp;<a href=\"http:\/\/rtb-buch.de\/\" target=\"_blank\" rel=\"noopener\">You can easily download the RTB book here<\/a>.&nbsp;<a href=\"https:\/\/e-dialog.group\/blog\/display\/rtb-deal-nomenklatur\/\">Here<\/a>&nbsp;you can also get a nomenclature on RTB Deatls. However, I personally see a stronger distinction between SSPs and AdExchanges than shown in the e-book. How do you see that? Answer me in the comments!<\/p>\n<h3>What does RTB bring?<br>\n<\/h3>\n<p>Unfortunately, many actors on the agency and advertiser side are somewhat destroying RTB&rsquo;s reputation, as almost only the option of booking cheap reach via residual inventory is used. The formula &ldquo;RTB = cheap reach&rdquo; has become too entrenched.<\/p>\n<p>In reality, RTB offers companies that are starting to implement programmatic marketing the incredible opportunity to switch to audience targeting instead of contextual placements and thus become incredibly efficient. See also:&nbsp;<a href=\"https:\/\/e-dialog.group\/blog\/display\/was-ist-eigentlich-programmatic-marketing-und-programmatic-buying\/\">What is Programmatic Marketing<\/a>. Significantly more than the standard price is offered for such displays.<\/p>\n<h2>2. A cartoon speaks more than a thousand e-books<br>\n<\/h2>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"600\" height=\"430\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/rtb-dontbuythecrap.jpg\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/rtb-dontbuythecrap.jpg 600w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/rtb-dontbuythecrap-300x215.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>It really gets to the heart of the (current) reality. Let&rsquo;s change that!<\/p>\n<h3>Feel free to ask us how you can implement a profitable RTA strategy with us or whether we should implement your RTA campaigns! <a href=\"mailto:kontakt@e-dialog.group\">kontakt@e-dialog.group<\/a><br>\n<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Real Time Advertising (RTA) and Real Time Bidding (RTB) are on everyone&#8217;s lips. The growth trend is unbroken &#8211; soon the majority of all display bookings will be through this:<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,446],"channel":[455],"goal":[],"technology":[],"c-year":[70],"class_list":["post-12672","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-search","c-year-70"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Real Time Bidding Rtb And Rta Works - e-dialog<\/title>\n<meta name=\"description\" content=\"Real Time Advertising (RTA) and Real Time Bidding (RTB) are on everyone&#039;s lips. The growth trend is unbroken - soon the majority of all display bookings will be through this:\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/blog\/how-real-time-bidding-rtb-and-rta-works\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Real Time Bidding Rtb And Rta Works\" \/>\n<meta property=\"og:description\" content=\"Real Time Advertising (RTA) and Real Time Bidding (RTB) are on everyone&#039;s lips. 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