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