Draft — not yet reviewedThis article is a starter draft. The steps may not match the product exactly yet.

Real-time bidding

Real-time bidding is how a call opportunity gets priced and placed before the caller is connected. A publisher pings a buyer with what they know about the call; the buyer answers with a bid and a phone number; the publisher dials that number. The whole exchange happens in the seconds between the caller pressing dial and hearing a ring.

The two directions

Moja names RTB from the perspective of the traffic, not the account, which trips people up on first read:

Name in Moja	You are	What happens
Inbound RTB	the buyer	A publisher’s RTB request arrives at your campaign. Your campaign bids, and the winning bid returns one of your numbers.
Outbound RTB	the seller	Moja sends your call opportunity out to other buyers’ endpoints, collects their bids, and routes the call to the winner.

Lifecycle

sequenceDiagram
    participant C as Caller
    participant P as Publisher
    participant M as Moja (buyer campaign)
    participant B as Target / buyer
    C->>P: Calls the publisher's number
    P->>M: RTB request (caller data, agreed metadata)
    M->>M: Apply filters, caps, hours, duplicate rules
    M-->>P: Bid amount + phone number, valid until expiry
    P->>M: Dials the returned number
    M->>B: Bridges the call to the target
    B-->>M: Answer, duration
    M-->>P: Conversion and payout per the agreed rule

Two things in that diagram cause most integration problems. The returned number is bid-specific and time-limited — dialling a cached number from an earlier bid is the usual reason RTB logs exist without matching call logs. And the filters step is where a no-bid comes from: caps, hours, a failed filter, or a parameter the campaign required and did not receive.

Guides

Inbound RTB buyer guideBuying calls: configure the endpoint your publishers ping, set bid logic, and control what you accept.

Outbound RTB guideSelling calls: send your opportunities to other buyers' RTB endpoints and route to the winning bid.

Bid expiration controlsStop a call being routed against a bid that is no longer valid.

Per-call response cachingReuse a buyer's outbound RTB response within a single call instead of re-pinging.

If you are the publisher

Start with How publishers send RTB requests to a Moja buyer — request format, required parameters, and the response contract — then Getting started as a publisher for the end-to-end path.