Ready or not, real-time bidding is revolutionizing mobile advertising
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There’s no question about it: buying on real-time bidding (RTB), also known as programmatic bidding, is shaping up to represent the future of the mobile ad marketplace: Just look to Twitter’s $350 million acquisition of mobile RTB powerhouse MoPub and Millennial Media’s exchange investment with AppNexus, and Rocket Fuel’s explosive IPO as proof. Years ago, the financial markets transitioned from trading via hand signals and slips of paper to automated buying and selling. Similarly, today the advertising market is inexorably becoming increasingly liquefied as RTB gains momentum in both web and mobile advertising.
Similar to what took place on Wall Street when trading became digital, automated trading changes the playing field in some significant ways. For one, digital bidding holds out the prospect of a market that is truly liquid, by which I mean transparent, frictionless and efficient...