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This article was originally published on AdExchanger For the first time this year, more than half of digital display advertising spending will be transacted programmatically. The practice of media trading with RTB, private marketplaces and other programmatic channels has become commonplace as both advertisers and publishers treat display as a commodity. But it wasn’t always this way. It took more than a decade

This article was originally published on AdExchanger Programmatic has long promised to make interactions between publishers and buyers more scalable and efficient, but over the years the opposite has occurred. Now the landscape is littered with data providers, yield optimizers, ad servers, demand- and supply-side platforms and third-party verification companies, among others. The emerging technology needs of brands and publishers drove the