Due to the often highly heterogeneous nature of B2B target

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RTB connects publishers who market their inventory (advertising space), advertisers, often represented by media agencies, who place user-specific ads, and finally the marketplace itself, where supply and demand meet. Examples include Google's DoubleClick Ad Exchange, Yahoo! Right Media Exchange, and Microsoft Advertising Exchange.



The granularization of bids – away from the per thousand buy telemarketing data impressions and towards specific, market-based per individual impression – works as follows: With the help of a so-called demand-side platform (DSP), advertisers bid on the profile of an individual user, enriched with relevant data, who is on a website about a specific topic. The bid is transmitted from the DSP to the ad server (marketplace), where it competes with the bids of other advertisers. The winning bid is awarded the contract. The prerequisite for an efficient market is the resulting transparency, i.e., the knowledge that participants possess about the market.

A great opportunity for B2B: Due to the often highly heterogeneous nature of B2B target groups, real-time bidding is the way to target B2B decision-makers, B2B users, and B2B influencers in a targeted manner and without wasted effort. With real-time bidding, campaigns can be managed more precisely and tailored to their information needs. This makes campaigns more consistent and effective in terms of their objectives. And this is an opportunity for B2B marketing.