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RTB in Online Advertising: Evolution & Perspectives

Posted on 2.11.2014

:: By Anton Ruin, Epom ::

As opposed to a more conventional approach, the concept of real-time bidding (RTB), which presupposes advertisers’ bidding for certain audiences in a real-time auction, has opened a new era in online marketing and advertising and has become a true hit in the segment within the past years. With the amount of collected audience data continuously increasing, the so-called “RTB fever” is, obviously, one of the major online ad trends these days.

Undoubtedly, RTB has already evolved from a mere “another way to advertise products online,” which is not working equally well for different business sectors, to a universal notion that can definitely match all parties’ needs and preferences in digital advertising. 

Current Universal Role

Not only is RTB popular in today’s display ad niche, but it also plays an indispensable part in the launch of efficient ad campaigns on mobile. Additionally, it has definitely become a new trend in online video advertising and many experts predict RTB is likely to enter the TV ad segment really soon.  

Since the new cutting-edge algorithms allow collecting and analyzing colossal amounts of granular customer data, buying the exact high-value audience has become much easier for advertisers. 

Future Challenges & Perspectives

RTB faces a range of challenges, most of which are related to the insufficient level of trust to various third-party cookie data today. Some of the issues, as analysts admit, also presuppose substantial difficulties in collecting mobile audience data and marketers’ inability to create and develop a complex framework to reach and engage their most high-value customers via RTB on all platforms. 

Unless marketers and advertisers manage to resolve the mentioned hurdles, the future of RTB is not likely to be as perfect, as we might think. 

Anton Ruin is the CEO of international ad serving company Epom.

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