Mix to Win: Premium & Exchange

The year 2010 is experiencing rapid growth in digital display and a widespread adoption of real-time bidding. It is motivated by audience-based media buying, but we've also come to embrace the added bonus of greater reach and efficiency by pooling many bidders together in a transparent auction platform. Ad exchanges and supply-side platforms have enabled a fundamental change in digital display advertising by combining audience buying with algorithmic intelligence. But, let's not leave premium inventory out of our audience targeting discussion.

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