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Predictive mobile real-time bidding: The killer app for Big Data

oday in mobile advertising, we are riding a wind of change and it is called real-time bidding (RTB). Because mobile is in real time, location-based, on-demand and quickly becoming the primary source of media consumption and content engagement, advertisers need the ability to bid on and serve ads on premium sites in real-time.
Contrary to industry misperception, RTB does not devalue inventory, bid on remnant inventory, compromise brand safety or hurt the relationship between advertisers and publishers. But RTB alone is not enough. “Predictive RTB” is the key to moving forward in the mobile advertising economy.

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