Google and Amazon.com will be among the big winners as real-time auctions lift digital advertising to unprecedented levels, said Mike Smith, author of ‘Targeted.’ Smith added that real-time ad-buying is changing the rules of the game because it allows advertisers to place value on an impression in the very moment when the user is waiting for the page to load as opposed to months in advance when the campaign is being created. He said the traditional powers on ‘Madison Avenue’ are adapting to this new world by creating their own trading markets similar to the NYSE and NASDAQ.
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