13 Sep '13, 11am

Why Real-Time Bidding is Set to Become Huge

Why Real-Time Bidding is Set to Become Huge

Real-time bidding (RTB) is the buzzword of the moment in the digital marketing space. The excitement around this sexy new(ish) way of running display campaigns is on par with where PPC was less than a decade ago. With more companies investing in the RTB, the number of advertisers entering the RTB space is only looking to go massive. Traditional vs. Programmatic Buying Most of the hype around RTB focusses on two things: the targeting capabilities and the auction. To understand why these features are so important, we need to compare programmatic buying to traditional display. Traditional display buying requires negotiating with publishers and buying an advertising space to guarantee visibility of ads for a specific number of impressions or date range. Advertisers choose websites based on content and predicted audience, but have little to no flexibility for optimization once ...

Full article: http://searchenginewatch.com/article/2293623/Why-Real-Tim...

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