LOS ANGELES – February 9, 2011 – the Rubicon Project’s latest white paper, “Mechanics of RTB,” explores the world of real-time bidding (RTB) as it relates to publishers of premium websites, and the monetization strategies that incorporate RTB to bring publishers the most revenue possible across all sales channels.
The report explains in detail how RTB fits into the overall online advertising ecosystem, its role in the broader context of yield optimization, the risk and benefits for both publishers and buyers (advertisers and their agencies), what’s ahead for programmatic buying, and – from the publishers’ point of view – programmatic selling.
Authored by Mark McEachran, Product Manager of REVV Protected RTB at the Rubicon Project, highlights of the white paper include:
To download the free report, visit https://rubiconproject.com/market-intelligence-download