RTB has continued to gain traction while programmatic advertising continues to gain momentum. As a matter of fact, almost all advertising tech platforms these days have enabled real-time bidding in PPC and other types of advertising. Therefore, it’s necessary that digital marketers know about it and its benefit to their marketing strategies. To understand Real-time bidding, let us begin by exploring the 1st-generational exchange model. This model is the one that advertisers make bids to buy impressions. The bids are to be purchased through a location-based and static system in buckets of a thousand impressions. Static bidding is the one you pay a flat or fixed average rate for a specific bucket’s impressions. Real-time bidding is simply the opposite of this. When it comes to real-time bidding, you dynamically bid for every impression. As opposed to static bidding, the buyer of the RTB ad will get the chance to value …