What is another term commonly used for Real-Time Bidding (RTB)?

Real-Time Bidding (RTB) is commonly referred to as the programmatic market. This term emphasizes the automated processes that define the purchasing and selling of advertising inventory in real time through technology. The programmatic market structure allows advertisers to purchase ad impressions in a highly efficient and data-driven manner, utilizing algorithms and various technology platforms to make split-second decisions about ad placements.

The term captures the essence of how digital advertising has evolved, moving from traditional manual buying methods to automated systems where multiple advertisers can bid for ad impressions as they become available, thereby maximizing the effectiveness and efficiency of ad spend. The programmatic market is characterized by its ability to dynamically adjust bids based on data insights, audience targeting, and real-time performance metrics.

Other terms referenced in the options have different connotations and are used in various contexts within advertising, but they do not encapsulate the specific mechanics and automated nature of RTB to the same degree. For example, the spot market typically refers to a market where financial assets are bought and sold for immediate delivery, while the auction market and digital marketplace are broader terms that can apply to a range of goods and services, not exclusively to advertising.