Oh, Canada. Home of Ryan Gosling, amazing hockey players, Cadbury’s Crispy Crunch candy bar and, increasingly, private market places. While all of these things are great, let’s focus on the latter.
Much of traditional advertising technology was built for display, based on an RTB (real time bidding) system, which let advertisers bid on inventory through auctions called exchanges. This system worked fine for display and offered a way for media companies to monetize inventory left unsold from direct sales efforts. It worked because there was basically an unlimited amount of supply. As demand rose, so did display ad inventory—they simply made more.
Read the full article on Marketing Magazine.