Havas Preps Real-Time Ad Bidding

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Havas is readying for the launch of real-time bidding exchanges by striking a deal with tech provider DataXu.
 
Havas will use DataXu’s new technology to manage participation in the upcoming launch of the Google’s real-time bidding exchange. DataXu’s system, developed by MIT engineers, allows ad buyers to set rules for placing bids on units as they appear on ad exchanges and inventory management systems.
 
Google is expected next week to roll out its real-time bidding exchange, which will allow advertisers to bid on impressions based on data such as audience characteristics.

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