Time is money a cliché that rings very true in the realm of digital advertising today. As consumers, each gadget we pick up (and put down), every website we visit (and leave) and all the ads we see (and ignore) work together to decrease our attention span. Advertisers have milliseconds to capture our attention and evoke enough interest from us to elicit a positive action. For this reason, companies including AT&T, American Express, Toyota and other easily recognizable brands (see sidebar) are turning to real time bidding (RTB) in droves. In fact, eMarketer expects RTB to enjoy a 72.4 percent growth in U.S. ad spending for 2013, equivalent to a projected $3.4 billion market. What is Real Time Bidding? Real time bidding is a method of buying and selling advertising inventory one impression at a time and doing so in a "live" or auction style environment. "Placements on websites are...
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