©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
More and more publishers are contemplating the value of the real-time bidding (RTB) model, but concerns are keeping many from taking full advantage of it. Some publishers fear that with RTB, they are losing control over how access is being granted to their inventory, while at the same time potentially reducing ad quality standards. Others fear the platform is too complex and requires too many resources in order to adapt to publishers’ needs.
It’s not surprising, given the fast-paced and often confusing nature of the space, that these misconceptions have been formed — but they are misguided. The truth is, RTB can represent a meaningful addition to a publisher’s monetization strategy. To do so, however, requires a clear distinction between fact and fiction.
Here is my attempt to clear up some of those myths that publishers hear about RTB:
Myth #1 – What’s good for buyers is bad for sellers.
Fact – Publishers are in the driver’s seat, and make the decisions.