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So what have we discussed today? Display media buying is undergoing a transformation. A new paradigm of programmatic, data-driven media management — of which RTB is a mechanism — is increasingly replacing the buying model of yesterday, one that relied on manual, time- and labor-intensive buying, optimization, and management; strong negotiation skills; and one-to-one, relationship-based decision-making. The introduction of several new tools and technologies over the last several years — including ad exchanges and real-time bidding (RTB) — is driving this revolution, and savvy advertisers and agencies are buying precise audiences, deriving more insight, and improving overall performance.Buyers have been clamoring for higher-quality audience inventory within exchanges, and a handful of premium publishers are stepping forward to meet that demand. These publishers are seeing gradual increases in bid activity as more advertisers — including brand-focused advertisers — flock to RTB and discover pockets of quality inventory. In order for publishers to capture their fair share of these budgets, they need to move now – start innovating with new sales channels, understand better how their buyers are buying and lastly develop a data strategy for their business.