Demystifying Real-time Bidding (RTB) data flows in AdTech

Gupta, Rahul (2025) Demystifying Real-time Bidding (RTB) data flows in AdTech. World Journal of Advanced Engineering Technology and Sciences, 15 (1). 057-064. ISSN 2582-8266

Real-Time Bidding (RTB) has revolutionized digital advertising by enabling instantaneous transactions between publishers and advertisers through a complex technological ecosystem. This article examines the intricate data flows that power RTB, from the initial inventory signal to final ad delivery, all occurring within milliseconds. It explores the architectural components including Supply-Side Platforms, Demand-Side Platforms, and Ad Exchanges that facilitate these transactions. The article delves into optimization techniques such as parallel processing architectures, predictive caching, and real-time feature extraction that enable RTB systems to maintain exceptional performance. Critical security and privacy considerations are addressed, highlighting how data minimization, encryption protocols, and consent management have evolved in response to regulatory pressures. Performance metrics that guide ongoing system refinements are examined, demonstrating how bid response time, auction participation rates, win rates, and return on ad spend drive technical and business decisions in the programmatic landscape.