Real-time bidding is the next mobile ad breakthrough — here’s how you can profit

Anyone involved within the online display advertising space during the past four years is likely be aware of the steady rise of Real-Time Bidding (RTB) and the emerging power of demand-side platforms (DSPs). Since RTB-oriented purchasing enables advertisers instant access to their desired audience, DSPs and other online ad technology providers are recognizing the huge potential in making user data (gathered through online cookies) commercially available to them.

The advertiser’s holy grail: context, not just audience

Not so long ago, if you wanted to find the right audience online, the people most likely to respond to a brand message or take a desired action (whether that action was get a click or getting a consumer to think differently about a new Cadillac), advertisers really only had one option. They needed to buy a specific placement on a specific site where those types of consumers tended to congregate. Thus, specific sites or sections of sites (Yahoo or Yahoo news) were a proxy for the right audience. In other words, to reach the right audience you had to buy the right content.

Interactive ad builder Oggifinogi raises $2M

Oggifinogi, a startup that sells tools for building interactive display ads, said today that it has raised $2 million in its first round of funding.