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RTB: Timing is Everything

Real time buying systems can significantly move beyond current remnant seeking advertisers to bigger brand advertisers.

Speaking at the OMMA RTB event in Los Angeles, Gary Milner, director, global digital and marketing manager for Lenovo, says the time is right for brand to move to real time buying.

Milner says the rise is video, search, and social efforts is key for RTB and brands. He adds media complexity is massive, and RTB can help solve this. Also creative is reaching new levels online and that millennial audiences are ready to engage in content and content marketing.

He says it is important for the “need to amplify” successful content. RTB gives marketers transparency and efficiency -- something that brand advertisers long for.

 

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