Why RTB really matters for mobile

Real-time bidding is the hottest topic in digital display advertising. It is the subject of countless articles, panels and press releases. Google recently predicted that by 2015, 50 percent of all targeted display ads will be bought using real-time bidding, or RTB. Make no mistake, the programmatic buying of audiences is a game-changer. But amidst the buzz, I do not think the industry is spending enough time explaining what RTB is, why it came about, and why it is so relevant for mobile. Let us start by taking a look back. To read the full article, please visit my column on the mobile marketer here.

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