Local Yokel | Street Fight

The Unique Position of Hyperlocal Publishers in a Real-Time Bidding World

Dick O'Hare

The Unique Position of Hyperlocal Publishers in a Real-Time Bidding World

RTB, by definition, is a digital advertising technology that lets marketers buy and publishers sell display ads dynamically, in real time, on an impression-by-impression basis. In this rapidly evolving world, publishers become relegated to a supply of cookies for marketers to target versus an audience targetable through the association of the publisher’s content and audience profiles. Here’s what’s needed for local publishers to unlock more ad inventory value in this environment…