Understanding what programmatic is and being able to identify its various forms (including Programmatic Guaranteed, Preferred Deals, Private Marketplace, Open Exchange) provides the basis to focus on one of the more complex kinds of programmatic, real-time bidding.
According to a survey by AdExchanger, 61% of programmatic budgets are spent on open exchanges utilizing RTB. Accounting for such a significant portion of ad impressions, RTB attracts many of the top industry players. So what is RTB?
Article from Gamut Media