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Why use RTB Groups?

Understand how RTB Groups maximize competition, revenue, and routing efficiency in Moja AI

Written by Luis Colmenares

What is an RTB Group?

An RTB Group (Real-Time Bidding Group) is a collection of multiple RTB targets that compete for the same incoming call in real time.

Instead of routing a call to a single fixed buyer, the system sends a ping request to multiple RTB targets, allowing them to respond with their bid.

The call is then routed to the highest eligible bidder.

This creates a competitive environment that helps maximize revenue and improve buyer performance.

Why Use RTB Groups?

RTB Groups are designed to help you:

  • Increase payouts through competition

  • Reduce dependency on a single buyer

  • Improve fill rates

  • Optimize buyer performance automatically

  • Route calls to the most valuable destination

Think of it as an auction happening in milliseconds before the call is connected.

How RTB Groups Work

When an inbound call reaches a routing plan that contains an RTB Group:

  1. The system sends a ping to all selected RTB targets

  2. Each target responds with a bid amount

  3. Moja AI waits for responses within the timeout window

  4. The highest valid bid above the minimum bid wins

  5. The call is routed to that target

This process happens in real time, usually within a few milliseconds.

Example Flow

Inbound Call
   ↓
RTB Group
   ├── Buyer A → $28
   ├── Buyer B → $35
   ├── Buyer C → No response
   ↓
Highest Valid Bid = Buyer B
   ↓
Route Call to Buyer B

Create RTB Group

When creating a new RTB Group, you’ll configure the following sections.

1. Basic Information

Group Name (Required)

Purpose:
Unique name for the RTB Group.

This helps identify the group inside routing plans and reporting.

Best Practices:
Use a descriptive name that reflects:

  • Vertical

  • Buyer set

  • Geo

  • Traffic type

Examples:

  • Solar Buyers – East Coast

  • Insurance RTB Group – Tier 1

  • High EPC Buyers – Medicare

2. Bid Settings

This section controls the minimum bid requirements.

Minimum Bid (Required)

Purpose:
Defines the lowest bid amount a target must return to be considered eligible.

How It Works:
If a target returns a bid below this amount, it will be ignored.

Example:

Minimum Bid = $20

Responses:

  • Buyer A → $18 ❌

  • Buyer B → $25 ✅

  • Buyer C → $30 ✅

Winner → Buyer C

Why This Matters:
This protects your revenue by preventing low-value routes.

3. Timeout Settings

This controls how long the system waits for buyers to respond.

Ping Timeout (ms) (Required)

Purpose:
Maximum time the system waits for RTB targets to respond with a bid.

Default Example:
5000 ms = 5 seconds

How It Works:

  • Buyers who respond after this window are ignored

  • Only bids received within the timeout are considered

Example:

Timeout = 10000 ms

  • Buyer A → responds in 4 sec ✅

  • Buyer B → responds in 7 sec ✅

  • Buyer C → responds in 11 sec ❌

Buyer C is excluded

Best Practice:

  • 5000–10000 ms → balanced

  • Lower values → faster routing

  • Higher values → more responses, but slower call connection

Important:
Setting this too high may create a poor caller experience due to connection delays.

4. RTB Targets

This is where you choose who competes in the auction.

Select RTB Targets (Required)

Purpose:
Select all RTB buyers that should receive bid requests.

How It Works:
Every selected target receives the ping request.

They each respond with:

  • Bid amount

  • Availability

  • Routing eligibility

Example Setup:

  • Buyer A

  • Buyer B

  • Buyer C

All three compete for every eligible call.

Why RTB Groups Are Better Than a Single RTB Target

Using one RTB target gives you only one price.

Using an RTB Group gives you competition.

Competition usually means:

  • Higher bids

  • Better fill rates

  • Less downtime risk

Example Comparison

Single RTB Target

Buyer returns: $25

Call routes at $25

RTB Group

Buyers return:

  • $25

  • $32

  • $29

Call routes at $32

That difference scales quickly across call volume.

Best Use Cases

Use RTB Groups when:

  • Multiple buyers can accept the same vertical

  • You want highest revenue per call

  • Buyer availability changes frequently

  • You want automated optimization

Pro Tip

A great strategy is to combine:

  • RTB Groups → for premium bidding

  • Static buyers → as fallback routes

This ensures:

  • maximum revenue first

  • guaranteed routing second

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