Real Time Bidding

Real-time bidding (RTB) is an automated auction system for online advertising, aiming to optimize ad placement by dynamically bidding on individual ad impressions. Current research focuses on improving bidding strategies using reinforcement learning, often incorporating deep neural networks (like transformers and LSTMs) to predict market dynamics and optimize bidding decisions under various constraints (budget, ROI, risk). These advancements enhance campaign efficiency and profitability for advertisers, while also addressing challenges like distribution shifts and the need for robust, trustworthy AI-driven systems in this high-stakes environment.