What is RTB Feed Traffic?

RTB feed traffic (XML/JSON feeds) is buying via programmatic APIs: the buyer connects to a network endpoint and receives bid requests or a direct stream of pop/push/native/display impressions. DSPs, SSPs, exchanges, and specialized pop/push XML feeds sell inventory without a classic UI — bids and filters in code.

Vs. self-serve

Self-serve cabinets are manual campaigns; feeds automate at high QPS with real-time domain and GEO whitelists/blacklists. Common in tier-2 pop/push and remnant inventory.

Arbitrage

Scale and low CPM; requires antifraud and fast cuts of losing sources in the tracker. Tied to programmatic and pop traffic.

Tech

OpenRTB, custom XML; postback and macro sub ids in win URLs. Sub-100ms latency matters in auctions. Without S2S postback, ROI cuts by sub source fail.

See also: RTB, programmatic advertising, display ads, bot traffic.