Pubmatic Calls For 'Multi-Bid RTB'
- by Joe Mandese @mp_joemandese, December 18, 2012
Sales-side platform PubMatic this morning released a white paper championing the development of a " multi-bid RTB environment." The paper asserts that a multi-bid marketplace would benefit the programmatic audience-buying industry by "delivering more relevant ads served as a result of more informed ad allocation decisions. Buyers would have a better chance of realizing their budgets and reducing lost opportunity scenarios. And premium publishers would receive maximum monetization for each ad sold due to higher-volume demand."
Would like to understand "reducing lost opportunity scenarios" a little bit more. Maybe will help me better understand how the multi-bid marketplace will work.
Can somebody help me better understand as I am very involved with RTB from a mobile vantage point?
A strong sales platform managing programmatic sales should and can identify which bids won and lost. From what lost, a publisher can understand who was bidding that didn't win their inventory, and for what prices. PubMatic offers several reports that provide that insight to showcase publisher opportunity, across all screens and sales channels.