Warc Tech Trends Snapshot: Real-Time Bidding – A quiet revolution in the way online ads are bought and sold

The development of real-time bidding (RTB) technology (also known as 'programmatic advertising') is one of the major recent developments in digital advertising.
It allows publishers to sell, and advertisers to buy, display ads against individual impressions in real-time, thereby improving both ad targeting and pricing efficiency. Tech firms, publishers and agencies have all rushed to make acquisitions in the RTB space, and the technology is accounting for an ever-increasing proportion of online ad buys. This Snapshot includes examples of brands ahead of the curve, and lists the general implications of the trend for the industry....

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