News Brief

Pubmatic Calls For 'Multi-Bid RTB'

Sales-side platform PubMatic released a white paper Tuesday 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.  Premium publishers would receive maximum monetization for each ad sold due to higher-volume demand."

Tags: ad buys, rtb
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