What is RTB? | Moja Ai Help Center

📞 Pay‑Per‑Call & Call Tracking: The Foundation

Pay‑Per‑Call is a performance‑based model: advertisers are charged only when a qualified phone call is received—typically meeting criteria like minimum duration or caller location
Call‑tracking software assigns unique phone numbers per campaign or traffic source, tracks and records calls, logs metadata (campaign, source, duration), and integrates with analytics or CRM tools to attribute value .

This ensures advertisers only pay for real-world intent—i.e., a caller rather than just a click.

🌀 Traditional vs RTB-Enhanced Pay‑Per‑Call

Traditional Pay‑Per‑Call:
- Calls are routed via fixed setups—direct transfers or manual ping-trees.
- Publishers and advertisers negotiate set rates per call or per minute based on broad criteria (e.g. geography, lead type).
- Routing is pre-defined, static, and often manual
RTB‑Powered Pay‑Per‑Call (modern approach):
- As a call arrives, the tracking system pings multiple potential buyers (advertisers or networks) in real time—typically under ~100 ms .
- Each buyer sees metadata (e.g. caller location, lead vertical, optional enriched data like ZIP, demographics) and submits a bid instantly.
- The highest bidder wins the call and is routed accordingly.
- This happens dynamically per individual call

🔄 How the Flow Works: RTB for Calls

1️⃣ Caller initiates the contact

They click a “call us” button, view a dynamic number on a webpage, or call a tracking number.

2️⃣ Tracking platform processes the call

Logs time, source channel, caller ID, IP, location, campaign tags.
Optionally enriches data using first‑ or third‑party sources (e.g. ZIP code, household income) Aragon Advertising callatlas.io.

3️⃣ Bid Request sent to buyers

System sends a ping or API request to registered buyers/programmatic partners offering them a chance to bid on that specific call in real time

4️⃣ Buyers respond with bids

Bids include price willing to pay, minimum call duration, and routing instructions.
Buyers evaluate metadata and decide instantly.

5️⃣ Winner is selected & call is routed

Highest (or best-fitting) bid wins.
System routes the call to that buyer’s number.
If the call meets quality thresholds (e.g. lasts a minute), it triggers billing and attribution.

6️⃣ Reporting & optimization

The platform provides dashboards showing source, bid, call duration, conversion, revenue per call, etc.
Advertisers and publishers optimize campaigns accordingly.

✅ Key Advantages of RTB‑Enabled Pay‑Per‑Call

Benefit	Description
Granular targeting	Advertisers bid based on real-time attributes: geography, vertical, quality, historical performance.
Higher ROI	Only pay for high-value leads; low-intent calls yield lower bids or get filtered out.
Automation at scale	No manual pairing: calls routed dynamically to the best buyer per instance.
Bid-level pricing flexibility	Bids can vary per call—higher for premium ZIPs or verticals, lower elsewhere.
Efficient yield	Publishers maximize call yield by letting highest-value buyers compete per call.

These features make RTB a win-win: advertisers get better-qualified callers at optimized cost, while publishers earn more by monetizing every call at its true value.

🚫 When the Traditional Model Still Applies

If you work with a fixed network of buyers and value stable relationships and predictable costs.
When campaigns are narrow and static, targeting specific partners rather than a real-time auction pool.
If you're prioritizing simplicity or manual control without programmatic complexity.

Traditional routing can still be useful for smaller operations or deeply tailored partnerships

⚙️ Summary

Pay‑Per‑Call is performance-based advertising: pay for qualified calls only. Call tracking assigns numbers and captures metadata.
Traditional setups use fixed routing or ping-trees arranged in advance, with manual pricing.
RTB for Calls brings automated, real-time auctions on every call, enabling dynamic pricing and optimal routing per caller.
Metadata and data enrichment empower tailored bids and efficient conversions.
The outcome: better matching, higher margins, smarter optimization—and scalable campaign execution.