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With RTB, inventory that was previously deemed non-monetized or not worthy can be utilized by advertisers who bid based on the audience data. This can give a publisher valuable insight and help them expand their websites into their most profitable segments, ultimately increasing their inventory value and increasing demand from advertisers.
However, RTB technology is compatible with trackers, so you can actually analyze campaign statistics and make adjustments that improve your profitability. Boost in Direct Sales Performance If you’re a publisher that wants to sell all of his or her traffic, RTB can reveal which segments are the most profitable.
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