It’s important to note that although RTB and programmatic direct each vie for digital display ad dollars, they are not in competition with one another. RTB is primarily used to purchase impression-level inventory in order to meet a performance-based goal, while advertisers typically use programmatic direct to fulfill branding-based objectives. As such, programmatic direct tends to compete with ad dollars transacted through publisher-direct means, and not with RTB. Read the rest at eMarketer.
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