Back in September 2009, the new DoubleClick Ad Exchange (ADX), built on Google technology, opened for business with support for real-time bidding (RTB). Now, in February this year, DoubleClick did a "Real-Time Display Advertising State of the Industry Survey" with Digiday, which found that advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of the benefits of RTB.
"To help buyers achieve the benefits they expect from RTB, Google published a white paper that shares companines view of real-time bidding for online display advertising," DoubleClick stated.
"Based on research and primary interviews with Google's RTB experts across our product, sales and services organizations, this paper provides a clear definition of what real-time bidding is and how buyers can get involved with it. Whether you are a large or small advertiser, an agency or a trading desk or a media buying intermediary, Google would like to help you succeed with real-time bidding," Google added.
You can the paper online its entirety below:
Or, download the paper here (PDF 1.8MB) for your offline reading.
[Source: DoubleClick Advertisers Blog]