RTB is here to stay: 20 percent of all display impression purchases were made in real time. Quantcast, which got its start as a tool to provide publishers with rich audience data, discussed how to make RTB more efficient at the Digiday Agency Summit. The key is to follow three simple rules:
- You need a lot of data to be able to differentiate the signal of real viewer intent from the noise of online activity.
- You can only sift through these piles of data with smart models, algorithms that know what to look for and how to look for it.
- You must be able to activate the resulting insights at auctions in real time.
Quantcast, while working for a travel industry client, noticed that its models were targeting dentists. This unorthodox connection became clear once Quantcast dug a little deeper and realized that not only are dentists “planners” by nature, but they were preparing for a large dental convention by making travel arrangements. With enough data and good modeling, Quantcast was able to detect this trend and take advantage of it when making real-time bids.
See the full video below:
More from Digiday
Avocados From Mexico turns to AI to advertise around the Super Bowl instead of a TV buy
As Super Bowl ad prices climb, Avocados From Mexico is leaning further into an AI activation designed to drive engagement and utility in real time.
In Graphic Detail: Why platforms are turning social video into living room TV
2026 is shaping up to be the year that the rest of the platforms join YouTube in turning the screw on traditional TV.
Media Buying Briefing: How Horizon and Havas’ JV aims to distinguish itself in a ‘red ocean’
The joint venture is involved in multiple pitches for businesses with a strong U.S. base and international aspirations, while visiting pitch consultants to make sure it’s part of the consideration set.