At IAB's real-time advertising event in London last week, industry experts attempted to flesh out some truths about the real-time bidding marketplace. The Drum has put together some of the key points made.
Andrew Moore, SpotXchange's European managing director, believes that real-time advertising is "becoming increasingly relevant for branding channels including video."
Real Media Group President Nicolle Pangis argued that publishers should use RTB "in a way that does not cannibalise direct sales."