Quantcast has released a white paper entitled “Six Things You Need to Know About Real-time Display Advertising”.

The Quantcast team says, “At only three years of age, real-time bidding has been a catalyst for amazing growth and extraordinary technical accomplishments in the display advertising industry. But outside of retargeting campaigns, where is the promised improvement in campaign performance?

Over the past 18 months, Quantcast has researched to see what works, what doesn’t, and why. We’ve discovered six reasons why key assumptions of RTB 1.0 are incorrect, and we’ve found that an integrated approach to targeting is what’s needed to drive better results”.

Quantcast’s ‘Six Things You Need to Know About Real-time Display Advertising’ White Paper

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