100 milliseconds in programmatic RTB ad impression

Real-Time Bidding(RTB)

The process of buying and selling of ad inventory through an automated bidding system in real-time.

What happens in 100 milliseconds of RTB?

When a user visits a website, a bid request is being sent to an Ad Exchange. This bid request contains different types of information such as demographical data, location information and browser history. These Ad exchange then passes the bid requests to a list of advertisers/buyers who bid in real-time for the ad impression. The advertiser that bids the highest amount wins the impression and gets its ad served in front of the site user.

The whole process gets repeated each and every time when a user visits a website and the ad unit is available on the respective page. This procedure takes place within 100 milliseconds starting from bid request and serving the ad.

100 milliseconds in Real Time Bidding(RTB)