Real Time Bidding in Online Advertising
The big bang of online advertising is taking place right now. Just as the financial sector transitioned from trading via hand signals and slips of paper to automated buying and selling, Real-Time Bidding (RTB) is rapidly transforming the online advertising market, by enabling automated and transparent trading of display inventory, eyeball by eyeball.Both buyers and sellers will ultimately benefit from efficiency gains and we expect as a result that online advertising will steal a greater share of the advertising pie than previously anticipated. Global RTB ad spend is expected to grow at over 50% per annum to over $20 billion in 2017.
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