For many media buyers, the more prominent the ad, the better the ad.
Case in point: earlier this year, GM pulled its paid campaigns on Facebook in a very public way prior to the social network's highly-anticipated IPO.
The back story: Facebook had rebuffed GM's demand for bigger, bolder ads.
The benefits of real-time bidding (RTB) seem obvious, but as a percentage of the display advertising market, RTB's growth has lagged many observers' expectations.
So what gives?
According to a study (PDF) conducted by Advertiser Perceptions and released this week by Casale Media, approximately half of media buyers and sellers are already participating in the RTB ecosystem, and significant growth is expected over the next year, but both sides still have a number of concerns that are holding RTBs back.
Mobile is everywhere, and while it might not be everything, one need look no further than Facebook to recognize that for many companies, figuring mobile out is crucial.
But despite the obvious opportunities being created by the mobile explosion, many questions remain. One of the biggest: just how big is the mobile ad market going to be?
It's well-established that despite digital's rise over the past decade, spend on online ads is still disproportionately lower than where it should be in theory.
While there's reason to believe that spend will catch up, the shift of budgets to digital isn't coming fast enough for many publishers and ad networks -- something that is becoming particularly noticeable when it comes to mobile and video.
In New York, two thoroughfares generate huge sums of money each year: Wall Street and Madison Avenue.
For obvious reasons, there's a long-standing relationship between the two, but that relationship could blossom even more under the Jumpstart Our Business Startups Act (JOBS Act), which was signed into law earlier this year.
Advertisers have more and more types of online ad inventory than ever, and thanks to technologies like real-time bidding, increasingly sophisticated ways to buy them.
But for advertisers actually hoping their ads will reach consumers, there's bad news.
Read a few media kits from publishers looking to sell ad inventory on their websites and chances are you'll notice a trend: wherever possible, publishers will try to play up the 'premium' nature of their audiences.
From income to education, more is apparently better. It seems to make sense: an audience of highly-educated individuals earning above-average salaries sounds perfect on paper. But is it?
Perhaps not if you consider a recent study conducted by Leads360.
What every marketer, product manager, web owner and CEO currently craves is commercially advantageous fame, via the deployment of killer content.
If you’re getting into content production on a serious scale you need systems, hierarchy and good old-fashioned editorial quality control.
Fueled by the availability of affordable ereader and tablet devices, the market for ebooks is taking off far faster than many predicted just years ago.
So it's no surprise that more than a few big companies have been looking to get a piece of the ebook pie.
The hot potato in display advertising right now is definitely real-time bidding, something that goes for both the supply side and the demand side of the now famous display eco landscape originally created by LumaPartners.
But to the wider digital marketer, the term “real time bidding” can perhaps be somewhat misconstrued.
Digital media doesn’t need to be traded based on a auction and for this reason, the term 'automated trading' is becoming increasingly popular instead and something we are beginning to use more readily when communicating the benefits to agencies, advertisers and publishers.