When RTB "swallows" television

Given his company's strong results for a number of brands, Bob Arnold, associate director for global digital strategy for Kellogg Company, see real-time bidding opening up to many other media platforms.

For two specific brand campaigns he says ROI improved dramatically - climbing 5 times and then by 6 times respectively.  

Looking forward, Arnold see no reason why this shouldn't get to the biggest of media: "Eventually TV is going to get swallowed up into this space."