ChoiceStream

Reflecting a shift being pushed by Madison Avenue, the online display ad marketplace is becoming more “audience-driven.” That’s one of the major takeaways from the latest edition of Rubicon Project’s quarterly online display marketplace tracking studies. “With more publishers tapping into yield management and optimization technology, the race to deliver exact and precise audiences to advertisers - as opposed to traditional online targeting tactics, which substituted content and context as proxies for audience - is on,” touts “Rubicon’s Q3 Online Advertising Market Report,“Read the full article