There's lots of banter about the pros and cons to real time bidding (RTB). That's why industry advocates are speaking out. Nic Peters at Improve Digital UK explains why the RTB process is becoming increasingly vital in an ever-expanding online marketplace. His column, featured on netimperative (NI) taps into the winning formula of right user, right place, and right time and using Turn data shows how RTB works: At the end of October 2009, Turn validated the potential for RTB by demonstrating significant improvements in click-through rates (up to 135 percent improvement), conversion rates (up to 150 percent improvement) and effective cost per action (up to 145 percent improvement) when compared to non-RTB inventory. To read more, visit NI.