Real Time Bidding
We would dare to say that most display campaigns now include RTB (Real Time Bidding) as fairly standard practice. This is because RTB allows advertisers to respond in a timely way to audience and customer cues, and at a very good rate.
The problem is, as with all blind buys, we lose control of complete brand safety, transparency and of course the quality media - as outlined in this stat-heavy article on MediaPost. Unfortunately the article does not offer a solution. With all of our campaigns we do try to include an element of straight publisher buys to balance out these factors, which seems to address the holes that RTB can't fill. However, with how fast RTB has developed we're sure there will be a full solution soon.