RTB’s fatal flaw is it’s too slow

RTB’s fatal flaw is it’s too slow

I have some bad news for real-time bidding. The Web is getting faster, and RTB is about to be left behind.

Now, 120 milliseconds is becoming too long to make the necessary computations prior to page load that many of today’s systems have been built around. Google is making the Web faster to give it a technology advantage due to computational speed. It is likely the No. 1 advantage Google has. Read more…

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