Promise Unfulfilled? Lessons from the Revolution
At only three years of age, real-time bidding’s (RTB’s) impact on the display advertising industry has been a catalyst for amazing growth and extraordinary technical accomplishments. Yet, there is a growing sense across the industry that something’s amiss — outside of retargeting campaigns, where is the promised improvement in campaign performance?
Over the past 18 months, Quantcast has delved deep into the business to understand what works, what doesn’t and why. We’ve discovered six reasons why key assumptions of RTB 1.0 are flawed and that an integrated approach to targeting across the entire purchase funnel is what’s needed to drive better results.
Want to learn more? Download this whitepaper to learn the new rules for getting your advertising to perform.