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."