November 2014
Intermediate to advanced
240 pages
5h 23m
English
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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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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.