Why real-time is not the be all and end all

This article sets out the need for agency intervention when using real-time bidding to purchase ad impressions.

Why real-time is not the be all and end all

Caspar Schlickum Xavis, London

For many people in the industry, real-time bidding (RTB) heralds the start of a new era, an era in which buyers and sellers come together in a perfect marketplace and each ad impression is assigned a value based on the needs of both sides at the time

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