Programmatic and RTB: what is the difference?
The concepts of real-time bidding (RTB) and programmatic advertising can be confusing. This is because the terms refer to a similar process. Although they are definitely related, RTB and programmatic aren’t interchangeable.
RTB or real-time-bidding is a process of buying inventory through open auction in real time. RTB is not only efficient, but it is very fast — auction passes in a fraction of a second, while the website’s page is loading. RTB is a programmatic process, but not all programmatic advertising takes place through RTB technology.
At the same time, Programmatic advertising is the automated process of buying advertising space in real-time with an automated platform.
Simply put, RTB is a purchasing technology. The programmatic’s concept is much broader, it is a collection of technologies, and algorithmic processes, which includes not only RTB, but private auctions and direct purchases as well.