this is a term that started a revolution in the internet advertising industry and is closely related to the creation of the so-called PROGRAMMATIC ADVERTISING. It refers to the possibility to purchase (in the auction model), AD INVENTORY IN REAL TIME. Over time, this concept has been limited to the so-called OPEN MARKETPLACE (OMP) or OPEN AUCTION. It is worth noting here that the term PROGRAMMATIC ADVERTISING is a concept broader than RTB: Programmatic Programmatic Direct / Private MarketPlace (PMP) + RTB / Open MarketPlace (OMP).

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