The Evolution of Ad Tech | MIT Technology Review:
The big promise of real-time bidding in online advertising is increased efficiency, increased effectiveness, and ultimately, increased profits for the advertiser and a tidy sum for the publisher as well. And it’s that promise that has poured so much cash and attention into the ad tech space.
“It’s about getting marketers closer to their customers. The ability to give them more information about their audience so they can make more informed decisions, both with regard to when and where they deliver their message, and at what price,” said Edward Montes, CEO of Digilant.
Kirk McDonald, President of Pubmatic, added, “It’s not art or science or going from ‘Mad Men’ to ‘Math Men’. It’s about balancing art and science for balanced decisions.”
Both Pubmatic and Digilant are players in the complex new system of ad tech companies facilitating RTB. . . (read more at link above)
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