• Fourth Source, Wednesday, July 3, 2013 12:01 PM

In a recent article, Fourth Source commented on how real-time bidding (RTB) is a hot talking point, sometimes sounding like the holy grail of digital marketing. While it's fair for everyone to be interested in what RTB can offer them, Fourth Source cautions marketers, writing that they shouldn't jump into RTB too quickly.

"There is no doubt that transitioning to a RTB environment can help marketers looking to improve efficiencies and yield better return on investment. However, it is also very clear that to be successful, it must be done properly with the right resources and people in place," Fourth Source writes.

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