Sharpened reflexes

One of marketing's biggest problems has always been that, until recently, the very last stage in the buying process was out of the brand's hands. Real-time bidding (RTB) is changing this. The practice, which enables brands to select an audience and bid for each impression online through au...

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Bibliographic Details
Published in:	Marketing Week 2012-01, p.63
Main Author:	Hargrave, Sean
Format:	Magazinearticle
Language:	eng
Subjects:	Advertising Advertising campaigns Bids Cost control Customers Digital marketing Evaluation Interactive marketing Internet/Web advertising Real time Real-time control Real-time systems Technology application
Online Access:	Get full text
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Summary:	One of marketing's biggest problems has always been that, until recently, the very last stage in the buying process was out of the brand's hands. Real-time bidding (RTB) is changing this. The practice, which enables brands to select an audience and bid for each impression online through automated auction systems, puts companies back in the driving seat because they can use the viewer data to offer them a fitting individual message. The latest development in RTB sees marketers being more creative than ever in their approach. They are using data in a sophisticated way to make sure ads are more targeted to potential customers than ever before. As the discipline develops, brands are finding that experimentation with RTB can offer them a more effective advertising solution and also save money.
ISSN:	0141-9285