CHAPTER 6
Real-Time Bidding and the Transformation of Online Advertising
Buying online media for display advertising using real-time bidding is a big deal. RTB is one of the hottest new technologies that marketers and their ad agencies ever got their hands on. It’ll take a bit of explaining.
A number of companies such as Google and OpenX have created online exchanges that sell online media placement where advertisers can present their display ads.
Since 2010, digital advertising has witnessed the advent of real-time auctions on online exchanges.
Chapter 3 described how GoTo.com developed online auctions to sell paid-search advertising-ads that appeared when a person used a search engine such as Yahoo!, AOL, or Google. Those auctions were a major ...
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