The New York Times takes a close look at real-time bidding, which lets advertisers examine site visitors, and then bid to serve them ads in near-real time. "The biggest problem with advertising
was that decisions about what ads to show were made way in advance of when they actually appear," Brian O'Kelley, head of real-time bidding tech provider AppNexus tells The Times.
"There
are a lot of reasons you want to make those decisions as close to when the ads run as possible." Real-time technology has actually been around for a few years, but has only recently taken off. Helping
matters, DoubleClick's latest Ad Exchange offering supports real-time bidding. Yahoo, meanwhile, is presently testing the process on its Right Media Exchange, while Microsoft is doing the same on its
AdECN exchange, according to The Times.
Read the whole story at New York Times »