Report: Facebook Exchange seen as key influence on real-time bidding growth
Advertising spending through real-time bidding is expected to nearly double this year, and the maturation of the Facebook Exchange likely to be a key influence on future growth in the industry, eMarketer reports.
Real-time bidding is a form of programatic buying where advertisers bid on each ad impression as it is served. Facebook entered the RTB market in June with its Facebook Exchange. Through the exchange, approved third-party platforms (DSPs) can place retargeting ads on Facebook after users visit external websites marked with cookies.
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