October 17, 2016 AudienceScience

Why You Should Be Demanding Real-Time Ad Feedback

With a name like RTB (real time bidding), you can understand why CMOs assume that the whole programmatic process happens instantaneously.

Certainly it’s true that the buying process for digital advertising can happen within a fraction of a second of a consumer clicking on a website.  The advertiser will have preset their audience segments and, if the consumer looks to fall into that target group, the highest bidder will win and their ad will be served – all in the blink of an eye.

However, contrary to what most senior marketers think, there is no ‘real time feedback loop’ in most programmatic campaigns.

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