Real-time bidding – how it works and how to use it
Jo Bowman
When so much of what consumers do on the internet is done in real time, it seems like it's about time for online advertising to move at a similar pace. With real-time bidding – a still-nascent method of buying display ad space online – there's a chance to move away from the wastage of bulk buys and the time-consuming efforts involved in negotiating directly with individual website publishers. Crucially, there's also the opportunity to put to work the wealth of data that marketers have on their customers...