Why Advertising Through Real-Time Bidding Needs a New Pricing Model
The focus is on value in this new approach to media buying
For decades, CPM pricing controlled how all advertising was bought and sold and how different media properties were compared. Today’s real-time advertising is a significant opportunity, which can help advertisers reach more targeted viewers, gain efficiency, and improve ROI. Real-time bidding (RTB) presents an opportunity for media buyers to “take it to the next level” for their clients. Buyers can evolve from haggling over costs to working collaboratively with media partners to find the strategic value and ROI they are both committed to deliver.
This white paper describes how RTB has changed the world of online advertising, and how media buying must evolve to take advantage of the opportunities presented by this revolution.
Sponsored by Quantcast
Quantcast measures and organizes the world’s audiences in real-time so advertisers can buy, sell and connect with the people who matter most to them. Ranked Fast Company‘s # 3 Most Innovative Company on the Web for 2010, the company is used by the top 10 media agencies in the US, the world’s largest brands and more than half of the top advertising supported publishers. Quantcast connects the planning, buying, and media fulfillment processes, delivering the marketplace’s most consistent and accountable audiences. Launched in 2006, Quantcast is headquartered in San Francisco and backed by Founders Fund, Polaris Venture Partners, Revolution Ventures and Cisco Systems. Come Get Quantified™ at www.quantcast.com.