4 Fundamentals of RTB

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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

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