The New Real-Time Bidding

There’s an article in today’s New York Times about real-time bidding that includes Yahoo!’s Right Media.

We are really excited about the momentum we’re seeing in the real-time bidding space. Right Media was the first marketplace to offer real-time bidding (RTB) in our own marketplace over five years ago (see the story we posted on this last year). We have been testing a new kind of RTB for over the last six months. In the newer version of RTB, we broadcast bid requests to companies who have a decision engine to return a bid. While this may not seem like big news, RTB provides some big benefits for buyers, sellers and consumers.