CHAPTER 9
Real-Time Bidding in Action
To understand why real-time bidding is such a game changer, we need to compare RTB to the way online media sales usually are conducted. Typically, the media selling and the ad operations behind the Internet’s ad-serving process are planned far in advance. Scores of people sit in planning meetings for weeks before an actual ad is presented during a website’s page-load process.
Making an ad placement without real-time bidding involves media planning, requests for proposals, contract negotiations, ad placements and tracking, and auditing and paying the intermediaries, each of which gets a cut. This process makes it more difficult to provide assurance that the ads actually get viewed by their intended viewers. ...
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