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. ...

Get Targeted now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.