Posts tagged with Yahoo's Right Media

Q&A: Yahoo's Sue Hunt on real-time bidding

Though real time bidding (RTB) has been around for a few years now, it has so far failed to revolutionise the industry as predicted when it first emerged.

Statistics vary, but overall RTB made up about 10% of the overall UK display advertising in 2011.

While this is predicted to grow rapidly during 2012, there is a feeling that ad exchanges still need to convince marketers of the benefits of investing in RTB.

On the face of it, the positives are obvious: it allows advertisers to set the price they are willing to pay to target specific users.

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