Real Time Bidding provides advertisers with the ability to target audiences with a new level of precision across a wider range of contexts and devices than ever before. With this technology in hand, the nature of all media buying has explosively evolved in a number of different areas, and yet the ad units that our media tactics deliver are still fairly traditional in the sense that they often do not take full advantage of advancements in data driven advertising. I believe that media buyers can support creative departments by encouraging them to start thinking in different ways about creative development and to devise new ways to incorporate advanced audience targeting into their conceptual process.
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