©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Publishers must step up data offerings
Real-time bidding is still a relatively young method for buying online advertising, but advertisers are getting into the game much faster than publishers, who risk falling behind and losing ad dollars.
According to March 2011 research from DIGIDAY and PubMatic, nearly half of publishers surveyed have been forced to turn down requests for proposal because they couldn’t offer advertisers the targeting capabilities they had come to expect.
In addition, two-thirds of publishers said they had seen an increase in requests for proposal that included audience segment targeting. Just 3% had seen no such requests.