There’s little doubt that real-time bidding is growing quickly. Last month, 20 billion ads were bought through RTB, per the IAB. There’s also little doubt about the benefits for the buy side in the form of fewer wasted impressions and better targeting. But for publishers, well, the jury is still out.
There’s the continued feeling that real-time bidding — and machine-based buying in general — isn’t necessarily in the best interests of many publishers. After all, for all the talk of RTB, it represents a tiny portion of publisher revenues. At least 80 percent, for most publishers, still comes from buys via their direct sales teams. Sure, RTB can improve yield a bit, but it’s hardly anything moving the needle at most publishers.
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Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
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