"Programmatic buying is to digital advertising what high-frequency trading is to Wall Street," the Business Insider publishes in a new "Intelligence Report" on the automated buying and why "it can
save mobile advertising."
"Publishers already achieve higher CPMs with RTB than they do with traditional ad networks," the BI report notes, adding, "As a result, RTB is seeing wider adoption
across the mobile ad ecosystem, and positive momentum on both sides of the equation. The sell-side is providing more premium inventory, and larger publishers requesting ads. And the buy-side is
seeing more demand for RTB from advertisers and agencies."