Real Time Bidding

  • Header bidding: What marketers need to know

    … In previous articles, we navigated the digital display advertising “stack,” starting with direct orders, programmatic direct, private marketplaces and the open RTB (real-time bidding) auction. Since writing that series, a new ad technology known as “header bidding” has grown in adoption by publishers. Because of its transformative impact…

    Ratko Vidakovic/ Marketing Landin Display- 36 readers -
  • Why every digital advertiser should demand transparency

    …, but not every ad tech platform or agency provides such information. Where possible, you should seek access to this data, at the very least for planning purposes. 2. Targeting data Using targeting data from third parties is a common tactic when using a programmatic buying platform like a DSP (demand-side platform). On the surface, however, there…

    Ratko Vidakovic/ Marketing Landin Display- 23 readers -