Real-time bidding (RTB) for calls: what it means in pay per call
Real-time bidding (RTB) for calls: An auction in which buyers bid on each call, using details like caller ID, state or IVR answers, before the call is routed to the winner.
How it works in pay per call
In call RTB, the platform pings buyers' endpoints with call details, buyers return a bid (and sometimes a destination number), and the call routes to the highest acceptable bid. It's the call equivalent of ping/post for web leads.
Check whether bids are per call or per qualified call, how fast buyers must respond, and whether your platform charges extra for RTB. CallGrid lists a separate RTB plan, for example.
Example
Example: a caller enters zip 85004 in the IVR. The platform pings five buyers, gets bids of $38, $42, $0 (no coverage), $35 and $40, and routes the call to the $42 bidder within a fraction of a second.
Frequently asked questions
What is Real-time bidding?
An auction in which buyers bid on each call, using details like caller ID, state or IVR answers, before the call is routed to the winner.
Can you give an example of Real-time bidding?
Example: a caller enters zip 85004 in the IVR. The platform pings five buyers, gets bids of $38, $42, $0 (no coverage), $35 and $40, and routes the call to the $42 bidder within a fraction of a second.