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The Arrival of Real-Time Bidding and what It Means for Media Buyers

Google Inc
Written by Warren Kelly | Published in
First published: 01-01-2011
Size1.74 MB
Create DateJuly 7, 2014
Last UpdatedApril 22, 2015

Real-time bidding (RTB) emerged at the intersection of data liquidity and inventory liquidity.

Today, third-party data suppliers have put the power of audience information in the hands of media buyers.

At the same time, the marketplace for online inventory has never been more liquid.

There are vast pools of online inventory available to every kind of media buyer, from small businesses running their first display campaigns to large agency trading desks buying on behalf of Fortune 500 advertisers.

This white paper describes Google’s view of real-time bidding (RTB) for online display advertising, how buyers benefit from RTB, and how they can get involved with it.


The Arrival of Real-Time Bidding and what It Means for Media Buyers

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