There has been a lot of back and forth lately about why Real-time Bidding (RTB) will or won’t work in Television. This is an interesting debate, but it’s not about why it may or may not work, it’s simply a question of when, and what are the first steps we must take on our path to RTB in TV?
So, what is the difference between RTB and programmatic buying and selling? Programmatic buying and selling is a technique used to trade media using business logic to acquire individual impressions for the delivery of a marketing campaign. RTB is a timeline laid on top of programmatic. To further understand this, let’s first dissect how RTB works in a digital world. Read More