Real-time bidding platform harnesses data for targeted advertising

06/23/2013 | MediaPost Communications

Real-time bidding platform RTB.com is officially open for business with the offer of a hyper-targeting capability for mobile advertisers. The platform, based on generic identifiers compiled over time to form a user profile, comes as eMarketer estimates U.S. advertisers plan to spend $3.36 billion on real-time advertising in 2013. "The platform monitors the RTB stream, billions daily, and when we see a user on a specific device, knowing their location, we'll determine the user's worth, maybe a fraction of a penny, before making a bid," said RTB.com founder Fred Hsu.

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