RTB Accelerates: Value vs Cost
RTB (Real Time Bidding) is where it's at in online media right now. It takes the best of advertising technology and pairs it with the best of buys from exchanges (best as in most relevant). This article expresses what we know: RTB is growing and should be part of an ad campaign.
An interesting little revelation is that social-targeted buys don't seem to be part of the growth - other inventory seems to be more effective. Which is something to keep in mind.....
And right now it seems to be widely accepted that RTB should play a part in every media plan. It offers value for the CPM rate where it allows marketers to better target an ad to the right person (note: "person" over "audience"). An AdAge article comments on the fear that the success of RTB is causing: a drop in overall CPMs - or rather the expectations of what a CPM should be. We would argue that this is a publisher's challenge rather than an industry problem but publishers are worried that they are being out-priced. This would of course force them to sell off left over inventory to the networks/exchanges, which they feel devalues their content. According to a survey quoted in the article, performance is the most important factor for marketers. This is followed by reducing waste, and better targeting and fourth is transparency. It's argued that quality buys enable this, but with transparency - the question is how much are advertisers willing to pay for that over performance?