There's a common misconception that real-time bidding (RTB) is a whole new ball game, requiring a separate media strategy and an entirely new set of campaign goals. Well, that's not exactly the case for today's advertisers. RTB is a different buying model for marketers to understand, but the goals remain the same. Philip Smolin, GM Platform Solutions at Turn highlights four fundamentals of RTB: 1. Find custom audiences at scale 2. Reduce media waste 3. Optimize for performance 4. Maintain brand safety Read More at iMedia Connection >>