For publishers, smart RTB strategy is evolving

Why should you read this article ?
by Chris Patheiger, VP of Marketing & Communications
It seems like only a couple of years ago that publishers were just starting to dip their toe into the ocean of real-time bidding and programmatic.  While larger publishers, with multiple sites and plenty of ‘remnant’ inventory, were happy to experiment with a channel that offered them some revenue on possibly otherwise-unused inventory, smaller and specialized publishers were still seeing reasonable returns with their traditional arrangements.
But now it’s almost the end of 2014, programmatic has grown so large that it’s almost consumed RTB, and while most publishers have joined the programmatic/RTB bandwagon, the landscape has changed…

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