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"Why Advertising Through Real-Time Bidding Needs a New Buying Model"
Read how evolving the buying model to focus on value over cost can drive better performance and a more collaborative effort between buyer and seller.
Many marketers agree that Real-Time Bidding (RTB) has revolutionized their display advertising performance. Still, most are not taking full advantage of RTB because it requires moving beyond CPM to a new buying model.
In today's media-buying world, each impression is valued individually, and paying more for higher-quality impressions can actually improve campaign results.
Read this white paper to learn:
- The difference between aggregate and impression-based buying
- Real-world data linking higher CPM to lower CPA
- Strategies to shift to a CPA buying model
Offered Free by: Quantcast Corporation
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