• Marketing Land, Tuesday, July 2, 2013 2:29 PM

A Marketing Land column yesterday detailed how real-time bidding (RTB) is "fundamentally different from traditional display buying and why search marketers are well positioned to capitalize from the shift to RTB."

Marketing Land wrote, "The move to impression-based buying dramatically shifts the relationship between cost and value for display media. In an RTB environment, cost per action (CPA) becomes a far more actionable metric by which to evaluate and optimize media investments. When display buyers approach real-time advertising with the same mind-set as for a traditional CPM buy, they miss the true benefits that RTB-powered advertising can deliver."

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