Programmatic Beyond RTB: A Primer

Over the past couple of years, audience marketing, particularly across social and display, has been revolutionized by the real-time bidding (RTB) auction, where ads are sold based on the audience data available to the advertiser at the moment the impression is served.

Programmatic ad buying can be categorized in two ways: Is the inventory reserved or unreserved? And is the pricing fixed or auction-based?

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Article from Marketing Land