LiveWireCallsStart a campaign ↗
Home/Pay-per-call answers/Real-time bidding (RTB)
PAY-PER-CALL ANSWERS

What is RTB and ping/post call buying?

Updated October 8, 2026 · By the LiveWireCalls team

IN BRIEF

The short answer

In real-time bidding (RTB) for calls, the call platform asks connected buyers how much they will pay for a specific call before it connects, and routes it to the winning bid. Ping/post is the lead version: a short anonymous ping is sent first, buyers respond with a price, and the full record is posted only to the buyer who wins.

  • Buyers set price per call instead of a fixed rate.
  • Bids can depend on location, time, source and caller data.
  • It needs a technical integration and tested endpoints.
  • Fixed-price static routing is simpler for new buyers.

How call RTB works

When a call arrives, the platform sends a bid request with the details available, such as caller area code or ZIP, time and source. Each buyer's system responds with a bid or a decline. The call connects to the winning buyer, and the price is the agreed result of the auction.

Static routing vs RTB

Static routingRTB / ping-post
PriceFixed per billable callSet per call by bid
SetupPhone number and rulesAPI endpoint and testing
ControlCaps and schedulesCaps, schedules and bid logic
Best forNew or single-location buyersLarge buyers with data and engineering support
QUESTIONS

Common questions.

01Do I need RTB to buy calls?+

No. Most buyers start with static routing at a fixed price and move to RTB only when volume and data justify it.

02What does LiveWireCalls need to set up RTB?+

Buyer-provided specifications, credentials, caps, bid behavior and a test plan, plus successful test events before live traffic.

Related

What is pay per call?Traffic and delivery

More answers

What is pay per call?What is a qualified call?What is billable call duration?Live transfer vs inbound call: what is the difference?Pay per call vs pay per lead: which is better?How does call tracking and routing work for home service businesses?
NEXT STEP

Tell us what converts.
We’ll tell you what fits.

Share your vertical, service area, qualification rules and daily capacity. We’ll reply with availability and next steps.

Send buyer requirements ↗