Microsoft to unveil ad network with RTB
ADOTAS – Two years ago Microsoft picked up ad exchange company AdECN and then… And then… Well nothing.
Finally it appears that Microsoft will launch AdECN’s business — and launch it big — in January. According to a formal statement from the company, AdECN has been testing a demo version of its real-time bidding technology. In the next few months, it will introduce the product out to a “select group of participants…” or the chosen.
Real-time bidding — or RTB as the kids call it — is all the buzz in the industry lately, so it will be exciting to see a company as big as the ‘soft get into the field. RTB allows specific pieces of inventory to be negotiated and bought at lightning speed.
But Peter Kafka of AllThingsDigital ponders whether buyers and sellers are ready for the RTB (yeah, you know me), as they’ll have to incorporate technology to bid at such a fast pace. However, from what we’ve heard around the industry, buyers aren’t only ready, they’re itching for it. Same for the sellers?
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