"In retrospect, all revolutions seem inevitable. Beforehand, all revolutions seem impossible."
Over the last year and a half, Quantcast has worked hard to figure out the new rules for a new medium. We've found that RTB campaigns perform incredibly well when executed correctly, meeting or even exceeding the hype. However, we've also learned that many original assumptions and hypotheses shared throughout the industry have turned out to be wrong.
This Quantcast point of view is our first in a series intended to explain what we've learned-the new rules of real time bidding. In this whitepaper, you'll discover the six reasons why some perfectly reasonable hypotheses of RTB 1.0 have turned out to be flawed.