As we explored in our Grill the Vendors panel at last week’s OMMA Behavioral, the “optimization layer” of the ad network value chain has come on strong this year as companies like Rubicon Project and AdMeld help publishers squeeze the most revenue from a depressed CPM market. These companies help publishers find in real time the most lucrative opportunity among their ad networks in order to maximize the value of their remnant inventory. In the next few months, however, we are likely to see more companies emerge that optimize on the buy side to ensure campaigns are executing more efficiently.
Source:Discover And Optimize: Buy-Side Optimization Adds To The Stack
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