There have been a lot of articles in the advertising trade press recently about the benefits and potential of real-time bidding (RTB) -- the ability for advertisers and agencies to bid on an ad impression, in real time, based on the actual data available about the user. As an ad optimizer, I too am excited by the potential of RTB, but I am also concerned: Could it be that there is too much hype surrounding RTB today? And as we all know, too much hype is not necessarily a good thing.
Here are some important items for advertisers and publishers to consider as they evaluate or implement RTB.Advertisers:
I look forward to an online advertising ecosystem where RTB is one of the elements by which we're delivering greater revenue to publishers while improving return on investment for advertisers and agencies. To make that dream a reality, we have to work together as an industry to focus on the areas of optimization that matter most and ensure that we all align our business objectives and have enabling technologies in place to benefit from these new technological opportunities.
Assaf Roth is CEO and co-founder of IgnitAd.
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