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August 04, 2014 | by Steve Yi

The Age of Enlightenment Has Arrived for RTB

Data-driven targeting is old hat in many corners of the advertising world. Advertisers now draw on limitless forms of data to target the best consumer at the most opportune time and speak to them in the most appropriate way. Yet RTB has still not fully shaken off its dubious reputation of being murky and opaque. There’s still a sense in which “data-driven” in the RTB context has a less rigorous definition or, even worse, applies only to the bidding strategy being used!

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