Real-Time-Bidding (RTB) attracted a lot of attention and was one of the most discussed buzzwords in online advertising in the last two years. RTB resembles the stock trading on the exchange market and can be described as an auction-based technology for selling and buying ad impressions in just a few milliseconds. By using different targeting mechanisms the price is calculated in relation to user profiles (Audience is King) and not in relation to the website’s content (Content is King).

metapeople clarifies the following questions: Why was RTB-technology such a game-changer for display ads? What exactly is RTB and how can the processes behind it be described? Which actors are involved in the real time trade with ad impressions and are the any privacy concerns? To understand the benefits as well as the risks of RTB these questions must be answered.