Everything about:

playbook

Reach for the Sky: The Audience Extension Playbook

By Gavin Dunaway March 05, 2013

It is not a new technique, but technological advances such as Real-Time Bidding (RTB), Data Management Platforms (DMPs) and innovative look-a-like algorithms have transformed audience extension into an impressive revenue opportunity. Publishers are the gatekeepers to a wealth of data craved by advertisers, but there is no rule saying they…

RTB: Are You Not in Play, Testing the Waters or All In?

By joshuarweaver January 07, 2013

While RTB may be nearly ubiquitous among U.S. publishers these days, adoption of the technology across the Atlantic has taken a much more leisurely pace. This isn’t that surprising considering that issues from privacy to highly localized markets make integrating automated selling systems across the European landscape a seemingly Herculean…