Real-Time Bidding (Calls)
Also known as: call RTB, RTB for calls
Real-time bidding for calls is an auction that runs the instant an inbound call arrives, letting multiple buyers bid for the live caller so the call routes to the highest bidder.
Real-time bidding (RTB) brings programmatic auction mechanics to phone calls. When a call comes in, its attributes are offered to a pool of buyers in milliseconds; they bid, and the call is connected to the winner. It lets a pay-per-call marketplace price each call individually instead of paying a flat rate.
RTB maximizes the value of high-intent calls and is a core mechanism in modern pay-per-call networks, working hand in hand with ping/post routing.
Frequently asked questions
How is call RTB different from a fixed payout?
With a fixed payout, every qualifying call pays the same. With real-time bidding, buyers compete for each call based on its attributes (area code, source, time of day) so the publisher earns the best available price for that specific call.
What does real-time bidding mean?
Real-time bidding is an instant auction: the moment an inbound call arrives, its attributes are offered to a pool of buyers who bid, and the call connects to the highest bidder — all within milliseconds, so each call is priced individually rather than at a flat rate.
What is an example of real-time bidding?
A pay-per-call network gets a live 'auto insurance quote' call from a California area code during business hours. Three insurers bid 18, 22, and 25 dollars based on those attributes; the call routes to the 25-dollar buyer, and the publisher earns that price for that specific call.
Related terms
Track the calls your marketing earns
End the uncertainty of marketing campaigns with Analytic Call Tracking.
Try FREE for 15 daysNo credit card required – Cancel anytime.