‘REPORT: This Technology Will Change Digital Advertising’ – Business Insider
The latest article on Business Insider is titled “REPORT: This Technology Will Change Digital Advertising”.
Patricia Chui says, “Running an auction in less then one-tenth of a second is solving a lot of advertising problems, billions of dollars at a time. But in most major ad campaigns, there are still situations where planning ahead is critical. As Jeff Green, CEO of The Trade Desk, puts it, “Would you wait to buy your ad slot for the Super Bowl until the day of the game?”
The answer, of course, is no. Big-ticket ads such as those are at the center of a media plan, and they require certainty. The central dilemma in the Super Bowl analogy is real-time advertising’s biggest challenge: There are almost no guarantees in real-time bidding”.
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