Attribution vs RTB
Attribution (Marketing Attribution) and RTB (Real Time Bidding) both come up in business conversations and get confused. Here's the plain-English difference, side by side, so you can use each one with confidence.
The key difference: Attribution refers to marketing attribution, while RTB refers to real time bidding — they describe different things even when they show up in the same sentence.
Attribution — Marketing Attribution
The method of assigning credit to the touchpoints that drove a conversion. The honest answer is almost never "the last click" — and treating it that way kills the channels actually doing the work.
RTB — Real Time Bidding
The auction mechanic underneath programmatic ads — every impression is sold in milliseconds to the highest qualified bidder.
When to use Attribution
Reach for "Attribution" when the conversation is specifically about marketing attribution. The method of assigning credit to the touchpoints that drove a conversion. The honest answer is almost never "the last click" — and treating it that way kills the channels actually doing the work.
When to use RTB
Reach for "RTB" when the conversation is specifically about real time bidding. The auction mechanic underneath programmatic ads — every impression is sold in milliseconds to the highest qualified bidder.
FAQs
What is the difference between Attribution and RTB?
Attribution stands for Marketing Attribution — The method of assigning credit to the touchpoints that drove a conversion. The honest answer is almost never "the last click" — and treating it that way kills the channels actually doing the work. RTB stands for Real Time Bidding — The auction mechanic underneath programmatic ads — every impression is sold in milliseconds to the highest qualified bidder.
Are Attribution and RTB the same thing?
No. They're often used in the same conversation because they're related, but they describe different concepts. Attribution = Marketing Attribution. RTB = Real Time Bidding.
When should I use Attribution vs RTB?
Use Attribution when you're specifically referring to marketing attribution. Use RTB when the topic is real time bidding.