Saturday, January 05, 2013

Why Advertising Through Real-Time Bidding Needs a New Buying Model

Many marketers agree that Real-Time Bidding (RTB) has revolutionized their display advertising performance. Still, most are not taking full advantage of RTB because it requires moving beyond CPM to a new buying model.

In today's media-buying world, each impression is valued individually, and paying more for higher-quality impressions can actually improve campaign results.

Read this white paper to learn:
  • The difference between aggregate and impression-based buying
  • Real-world data linking higher CPM to lower CPA
  • Strategies to shift to a CPA buying model

Request Free!