Media buyers increasingly want to target specific audiences, and are using technologies that evaluate and buy impressions based on audience data. In an advertising environment increasily based on audience segments, DMPs or data management platforms, have become an integral tool in helping publishers truly understand the value of their audiences. Publishers…
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It is not a new technique, but technological advances such as Real-Time Bidding (RTB), Data Management Platforms (DMPs) and innovative look-a-like algorithms have transformed audience extension into an impressive revenue opportunity. Publishers are the gatekeepers to a wealth of data craved by advertisers, but there is no rule saying they…
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While RTB may be nearly ubiquitous among U.S. publishers these days, adoption of the technology across the Atlantic has taken a much more leisurely pace. This isn’t that surprising considering that issues from privacy to highly localized markets make integrating automated selling systems across the European landscape a seemingly Herculean…
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