The benefits of real-time bidding (RTB) are obvious – it allows advertisers to set the price they are willing to pay to target specific users.
However it still only accounted for around 10% of overall UK display advertising in 2011, suggesting that marketers still need to be convinced of the benefits of switching their budgets to RTB.
The most frequent criticisms are that it is too complicated, results in inflated prices and is really just a way for publishers to sell off unwanted ad space.
However data included in our new Real-Time Bidding Buyer's Guide shows that digital marketers using RTB find it to be the most efficient way of reaching consumers across multiple channels via a single campaign.
This infographic summarises the RTB ecosystem and looks at some of the main ad exchanges...