‘Understanding Real-Time Bidding (RTB) From the Publisher Perspective’ is published by our technology partner, Pubmatic (www.pubmatic.com), and is available to download for free from here: PubMatic_RTB_White_Paper
Pubmatic has offered RTB capabilities to publishers and ad networks in the US since early 2009. It is currently rolling out Version 3.0 of the product, which will also be available in the UK and Europe via Improve Digital during the first quarter of 2010. The technology enables online advertisers to reach the right user, in the right place, at the right time, with initial results showing an increase of up to 135 percent on click-throughs and 150 percent improvement in conversion rates. This adds significant value to the publisher’s offering.
‘Understanding Real-Time Bidding (RTB) From the Publisher Perspective’ explains how publishers can channel the potential of RTB through better-performing campaigns, which have a positive impact on all parties involved:
