There are times when you read an article that simply wows you from a technological point of view. It happened with the rise of Twitter at SXSW in 2007, a few months later with the announcement of the iPhone, and recently that the iOS App Store recorded 2 billion downloads in December 2012.
I think I may have found a similar feeling from an article I read today from My Customer.
Real Time Bidding (RTB) is not a new concept by any means, but it has made it’s way to the advertising world. Platforms are being launched to allow advertisers the ability to bid on space in real time based upon data analytics and behavior mapping. Instead of having to plan media buys months in advance, mere minutes of research could be all there is separating you from potential customers.
As the article states, there are some challenges to applying this to the mobile platform. Online behavior can’t be tracked for mobile audiences in the same way fixed space Internet media. However, it can only be a matter of time before your location, device activity and data connection can be used to deliver you relevant advertising.
Of course, many will roll their eyes because of the desire to keep personal location and activity data private. All of that is possible by restricting the access certain apps have to that information, but advertising cannot be kept at bay in your mobile devices forever. Ads will be continually shown to us on a increased basis forever.
I have mentioned previously that I think personalized ads to my personal data to be a great thing. Whereas before I would not know the frozen yogurt shop across the street was having a sale, I could feed my family a treat for less of a price. The amusement park I visited last week is having a sale on season passes, now we can have the same fun all summer! You get the point.
Anyone involved with online media should read this and investigate how to integrate RTB into your platform. You would be augmenting your income in a more responsible manner for your viewers and give advertisers an added value with their buys.