Yahoo has announced the full launch of real-time bidding on its Right Media Exchange platform.
The move comes amid industry-wide expectations that real-time bidding – which allows online ads to be bought in real-time, impression by impression – is set to increase dramatically in the coming year.
Sue Hunt, director of Right Media Exchange at Yahoo EMEA, said, “Real-time bidding offers both buyers and sellers of display advertising more data and inventory to enhance the performance of their advertising campaigns.
“We’re seeing more and more publishers and advertisers taking advantage of the scalability of the Right Media Exchange and improved campaign performance and yield that real-time bidding brings to the industry and we’re excited to see the impact of this technology in digital media.”
