Real-time bidding is replacing cost-per-thousand pricing as online ad businesses' dominant purchasing model -- but realizing RTB's full potential could prove tricky, writes Konrad Feldman. The biggest hurdle will be for marketers and publishers to overcome the adversarial CPM model and find more collaborative ways of doing business. "With an open focus on value, buyers can evolve from haggling over costs to working collaboratively with media partners to find the strategic value and ROI they are both committed to delivering," Feldman writes.

Related Summaries