RTB pendulum swings back
Real Time Bidding (or Programmatic Buying) is the life force in online advertising. The ability to buy at volume with efficiency using advanced data is what made it initially so attractive. However the pendulum seems to be swinging the other way now with the realisation that there are still benefits to premium advertising for branding purposes.
Fortunately, with the advent of Programmatic Direct, RTB will still be able to play a big role in that. “Programmatic direct” or “programmatic premium” to better delineate the quality of impressions from those of a typical RTB-made ad placement—will also advance the larger programmatic advertising category, as publishers and brands alike see a promising method for marrying the audience-specific intelligence and workflow efficiencies of automation with the safety and control of traditional direct-with-publisher transactions.”