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The Rise Of Programmatic Branding In RTB (Real Time Bidding)

The Rise Of Programmatic Branding In RTB (Real Time Bidding) | Programmatic Buying | Scoop.it
Does RTB really stand for Real Time Branding? Since the advent of Real Time Bidding, programmatic display advertising has largely been thought of as a technique for direct-response, performance based advertisers.
Patrick Hurley's insight:

Inventory optimization is frequently cited when discussing programmatic buying and RTB but not audience optimization. That shouldn't be overlooked. 

 

"In the past, many brand advertisers have been content to identify a fixed target audience for their brand, and then set the goal of a campaign to deliver as many ads to that target audience at the best price possible. With algorithmic optimization, audiences can be optimized on the fly to meet the goals of a campaign." 

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At Video Forum, Major Publishers Embrace Programmatic, As Buyers Demand Outcomes

At Video Forum, Major Publishers Embrace Programmatic, As Buyers Demand Outcomes | Programmatic Buying | Scoop.it
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