Does RTB really stand for Real Time Branding? Since the advent of Real Time Bidding, programmatic display advertising has largely been thought of as a technique for direct-response, performance based advertisers.
This is largely because RTB has worked very well for performance advertisers. The ability to buy impressions one at a time (and more recently, the ability to buy audiences with similar granularity) has enabled performance advertisers to lower their cost per action (CPA), whether those actions are leads or purchases or something else.
Despite its benefits, many “brand advertisers” initially stayed away from Real Time Bidding, largely due to concerns about the quality of the inventory on which their campaigns would run.
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