In February 2009, PubMatic became the first sell side platform to offer real-time bidding (RTB) for publishers and over the past year PubMatic has carefully monitored how RTB is impacting online publishers.
Though RTB offers clear benefits for publishers, including significant increases in eCPM, publishers must be cognizant of the potential pitfalls associated with this emerging media buying trend. RTB was originally conceived as an advertiser-focused solution, and publishers must take multiple issues into account in order to make their businesses successful in an RTB-enabled world.
While RTB was conceived by media buyers, thus the name “real-time bidding,” this white paper is specifically for the publishers, the real-time sellers.
Download Understanding Real-Time Bidding White Paper
