In the digital age buyers and sellers of media can monitor and adjust ad campaigns dynamically. Real-time bidding, pioneered for publishers by PubMatic, is the acquisition of media on an impression by impression basis. It allows both sellers and buyers to adjust conditions and pricing to maximize return. This is especially important for publishers who experience unexpected spikes in inventory and need to be able to get the best price in real time. So, sellers get the most revenue for their inventory. Buyers reap the highest yield for their investment. The benefits go both ways.