Techniques and system are described for a real time bid platform to control output of digital marketing content to a potential consumer. In an example, impression data is generated by a physical retail environment or mobile device of the potential consumer based on a determined location of a user within a physical retail environment. The impression data is used by a digital marketing system to expose bid opportunities to a plurality of advertiser systems via the real time bid platform. The advertiser systems then generate bids based on impression data described as part of the bid opportunity, and may also be based on additional information the advertiser systems have about the potential consumer obtained from third-party systems. The bids are then used as a basis to control output of digital marketing content to the potential consumer.