I just published another article, this time on RTB and Branding over at Econsultancy.
I summarise it to “RTB could make a lot of sense for “window shopping” and URL centred branding buys but I believe it adds more value for brands focusing on targeting its audience. RTB delivers cost-effective brand awareness to consumers through various targeting options and channels such as display and video.”
However, having seen another presentation and first results on some technology measuring the brand impact of display, I think there is more to come soon. I keep you posted.