Real time bidding (RTB) is a digital advertising process in which ad inventory is bought and sold through an automated auction in real time. This means that advertisers can bid on ad space as it becomes available, allowing for more targeted and efficient ad placement. RTB relies on sophisticated algorithms and data analysis to match the right ad with the right audience, resulting in higher engagement and conversion rates. This method of buying and selling ad space has revolutionized the advertising industry, providing advertisers with more control and transparency while also maximizing the value of ad space for publishers.