Pubmatic Calls For 'Multi-Bid RTB'
Sales-side platform PubMatic this morning released a white paper championing the development of a " multi-bid RTB environment." The paper asserts that a multi-bid marketplace would benefit the programmatic audience-buying industry by "delivering more relevant ads served as a result of more informed ad allocation decisions. Buyers would have a better chance of realizing their budgets and reducing lost opportunity scenarios. And premium publishers would receive maximum monetization for each ad sold due to higher-volume demand."