Big retailers use RTB to push in-store sales

11/29/2012 | Adweek

Demand for real-time-bidding online ad inventory started to peak in advance of Black Friday and Cyber Monday, according to Casale Media. But rather than drive e-commerce sales with immediate calls to action, retailers such as Kohl's, Sears, J.C. Penney and Home Depot led the rush, driving shoppers to in-store sales. "Those upper-funnel-oriented buys help explain why the average number of bids per impression, or bid density, jumped 40 percent from the previous week but the price of the winning bid actually fell by 5 percent," writes Tim Peterson.

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