RTB, or real-time bidding, is a digital advertising process that allows advertisers to bid on ad space in real-time, based on specific targeting criteria. This means that instead of buying ad space in advance, advertisers can bid on individual ad impressions as they become available, allowing for more precise and efficient ad placement. RTB utilizes sophisticated algorithms and data analysis to match the right ad with the right audience, resulting in higher engagement and conversion rates. This technology has revolutionized the world of online advertising, providing advertisers with greater control and flexibility, and allowing for a more personalized and relevant experience for consumers.