Launched in 2010 real time bidding (RTB) essentially the automation of buying and optimising digital media campaigns in real-time, through an auction between the buyer and seller. RTB has totally revolutionised the way in which we buy media. Previously planner buyers would decide what ad inventory to buy and go direct to the media owner. Now, with RTB, we are able to be much more flexible with the inventory we buy and are seeing more efficient outcomes. The question is, will the industry fully embrace this buying model and what does it mean for the future of media buying?