In the programmatic method of selling display advertising, how is pricing set?

The selected answer option, The price of each impression can vary significantly in a real-time bidding auction, is correct because in the programmatic method of selling display advertising, pricing is determined through a real-time bidding (RTB) auction system. In this system, advertisers bid for impressions in real-time, and the price of each impression can fluctuate based on factors like demand, audience targeting, time of day, and competition among advertisers. This dynamic pricing model allows for flexibility and optimization, as advertisers can adjust their bids depending on how much they are willing to pay for specific impressions. Unlike fixed pricing models, RTB allows for prices to vary with each auction, offering both opportunities and challenges in terms of campaign budget management.