First, RTB in mobile is at a tipping point today. Second, there are significant technological differences between RTB as commonly known and applied in online digital advertising, and RTB in mobile advertising. That said, MediaPost has chosen the right time to offer a dedicated column that addresses the ins and outs of RTB advertising whether for display, mobile or video.

In recent years, two important trends in digital have occurred simultaneously: real-time bidding (RTB) has taken off and revolutionized digital advertising, and the rise of mobile has forever changed the way we interact with digital content. And yet, surprisingly, when it comes to RTB on mobile, we've haven't made a great deal of progress. Even some of the most fundamental questions remain unanswered.

Real-time bidding has proven to be a revolutionary advancement in the display world. But what is it really about? While we know there's a ton of data flowing from one system to another, little is actually known about the communication taking place between the ad exchanges and the various bidders. Let's take a look under the hood of the ad technologies that have forever changed the media-buying industry.

As many brands and agencies continue to explore the plethora of data sources available on DSPs, it's important that they critically assess each available dimension through structured testing, therefore understanding which ones offer the most opportunity.

Number one: fact from fiction. Real-time bidding (RTB) refers to a way to buy display media ads. Instead of the traditional method of buying a block of impressions on a site or ad network, RTB is about the automatic buying of individual impressions. By removing a lot of wasted ad impressions from the media spend, RTB creates more efficient media buying, driven by value-based individual targeting. RTB is now commonplace, with agencies and marketers directly doing so for both direct-response and brand campaigns.

Every Monday, we send out a digest of digital advertising "must reads" chosen from the week before. Our "Mashup" team gets together in a conference room the preceding Friday, and each member brings an article he or she thinks belongs in the final product. The group vets these together. A few weeks ago when the articles were sorted, one was left on the chopping block. Its title: "How Real-Time Bidding Works." A real debate stirred up in the room. "This is far too basic for our audience," argued one member of the team. "No, I think it's a good one," …

Display advertising is a mainstay for digital marketers, but the necessity of scale and the glut of available inventory have made it practically impossible for buyers to not only see where their ads run, but determine whether or not consumers saw those ads as well. While the ecosystem is aware of these flaws, it's proven truly unwilling to change its ways. It's almost in need of an intervention. Luckily, a growing focus on viewability may bring about the change this industry needs, with publishers themselves making a concerted effort to improve their ads.

It was recently reported by Parks Associates that real-time bidding (RTB) accounts for 12% of total digital display advertising. While 12% may seem like a small percentage when you consider how much airtime the industry devotes to RTB, that 12% actually represents a roughly $800 million business. RTB is quickly moving beyond its infancy and into its adolescent stage of life.

Retargeting is a fairly simple concept. The goal is to turn potential customers into actual customers by bringing someone to your site who has shown an interest in your product or service. The practice has gained a following in recent years because it consistently drives sales and revenue. Increasingly, due to strapped media budgets, marketers are relying on retargeting to boost the bottom line. But here's the truth: While everything you know about retargeting is not wrong, it is likely incomplete.

Due to the volume of data transactions between the demand and sell sides, systems have been developed to facilitate the buying process. These systems operate in real time and are defined as real-time bidding platforms (RTBs). With the rise of multiple RTBs, advertisers now have various options offering them the ability to cherry-pick any online impression and to bid accordingly. So now the real question is, how should an advertiser select the right RTB platform for a campaign?