What’s the big deal with RTB and mobile these days? It’s a good time to get familiar since many major players in the mobile advertising space see it being the next big thing for 2013. A common analogy used to describe the RTB process is the stock exchange; all Interested advertising parties simultaneously bid for a mobile placement with the set of qualifiers desired by an advertiser.
In case you missed it, here’s a great article by Tom Chavez, CEO of Krux and a strategic partner of Centro’s. In this recent AdExchanger.com column, “Charting the Path to Direct Sold RTB Advertising,” Tom delves into the perils of a type of data leakage he calls “cookie licking” and talks about how savvy marketers and publishers seek to build programmatic revenue without sacrificing control of their precious data.
Remember the good old days? When you used to treat yourself every day by curling up with your local newspaper or weekly magazine in your favorite chair? You’d turn the pages slowly, and even clip out a few ads or articles to post on the fridge or send to Mom.
This was the publisher-advertiser relationship at its best – our industry hummed along quite nicely when advertising was seen by the target audience and it caused them to act. At least one thing that will never change is that we’ll always strive for impact and rejoice when it occurs.
Read the Entire Story on Luxury Daily
Up until now, the internet has been thought of as mostly a direct-response medium, in the eyes of marketers and brands. If all goes well, however, we should start to see a big shift in that view of online efforts.
