Arguing RTB For Publishers

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adexchanger, 4/4/11

Sell-side platform PubMatic has published another whitepaper which says that private, real-time bidded marketplaces are models for which advertisers are more comfortable – and that publishers should pay attention. Among the findings of the PubMatic/Digiday research, “74% of advertisers prefer to use DSPs and ad networks to target audience.” Nearly 70% of buy-side entities (agencies, marketers, agency trading desk) said they’d prefer to be buying via real-time bidding (RTB), too.

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