Retargeter: An Introduction to Programmatic Buying

Retargeter: An Introduction to Programmatic Buying

As online advertising technology improves, new methods are constantly being tested to create efficiencies around the buying of ad space. Recently, media buyers are moving to add programmatic buying to their online advertising tool belt. Many agencies are leveraging tech partners with access to ad exchanges, while others have chosen to develop their own trading desks to allow them to buy media themselves. Last year, revenues attributed to real-time bidding (the backbone of programmatic buying) reached $1.6 billion and 34% of all display advertising revenues are projected to come from RTB by 2017. In the near future, programmatic buying will be essential to any media buyer’s digital strategy.

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