At only three years of age, real-time bidding’s (RTB) impact on the display advertising industry has been a catalyst for amazing growth and extraordinary technical accomplishments. Yet, there is a growing sense across the industry that something's amiss – outside of retargeting campaigns, where is the promised improvement in campaign performance?
Over the past 18 months, Quantcast has delved deep into the business to understand what works, what doesn't and why. We've discovered six reasons why key assumptions of RTB 1.0 are flawed and that an integrated approach to targeting across the entire purchase funnel is what's needed to drive better results.
Want to learn more? Download our full point of view, the first in a series that explains new rules for getting your advertising to perform.
Six things You Need to Know About Real-time Display Advertising