Around the Net
How Publishers Should Deal With RTB
- Adotas, Monday, February 25, 2013 5 PM
In a recent article, Adotas explored how publishers should use RTB technologies, saying "publishers need to take back control of their high-quality impressions and sell them direct using a white-labeled programmatic guaranteed platform rather than adding them in with low-value remnant inventory to be auctioned off for low dollars." The article compares those "white-labeled" programmatic platforms to ATMs, saying that they are trusted because the bank brands them despite the technology being provided by another company.
