The RTB cost, in the context of outdoor advertising, is the cost per flip or individual advertising message shown on a digital outdoor billboard or advertising unit.
In the world of digital advertising, Real-Time Bidding (RTB) refers to a programmatic method of buying and selling ad impressions in real-time, akin to an auction. This concept, applied to digital out-of-home (DOOH) advertising, determines how much advertisers pay each time their advertisement is displayed.
Here's a breakdown:
- Real-Time Bidding (RTB): An automated process where ad space is bought and sold on a per-impression basis through real-time auctions.
- Digital Out-of-Home (DOOH): Advertising displayed on digital screens in public places, such as billboards, kiosks, and transit displays.
- Flip/Impression: A single instance of an advertisement being displayed on a DOOH screen.
Therefore, the "RTB cost" in DOOH is the price paid for each individual showing (flip/impression) of an advertisement when using real-time bidding. The price is determined dynamically through auctions, influenced by factors such as location, audience demographics, time of day, and demand.