If you’re new to real-time bidding (RTB) in display advertising, the acronyms can be an obstacle to understanding a fairly simple concept.
It’s just like PPC; using real-time auction technology to sell ad space, often to a known or lookalike audience (which you may be familiar with via Facebook advertising).
Programmatic ad buying, or just ‘programmatic’, is a hot but confusing topic. It is being talked about a lot, but many find it difficult to understand in detail.
Here’s an introduction to the topic which might help and we will follow up with details about programmatic in APAC.
Publishers are increasingly embracing real-time bidding via exchanges and SSPs, according to a new Econsultancy report.
Our Online Publishers Survey Report also shows how more publishers are using data to improve the effectiveness of advertising.
Here are a few tasters from the new report…
As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.
In the space of one week, we saw MediaMath buy Akamai’s Advertising Decision Solutions unit, AppNexus secure $75m funding, part of which will be used for acquisitions, and ad exchange business adBrite shut down its operations.
And we are likely to see greater industry consolidation as we continue through the year. So what’s important when it comes to technologies in today’s ad tech environment?
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
Ari Paparo, Senior Vice President of Product for real-time ad platform AppNexus, gave an engaging talk at last month’s AdMonsters conference in London about real-time bidding and ‘Yield Management 3.0’. After his presentation, we asked the former product leader for DoubleClick and Google some more questions about the impact of RTB and plans for AppNexus expansion into Europe.