Digital undergoes a lot of different evolutions, including going from manual to programmatic. This is a way of doing auction-based advertising that involves different parties, which includes a demand side, publisher, advertiser and the ad exchange. In short, programmatic is an automated format of ad buying. In the advertising world the abbreviation RTB is a common used word, which means Real-Time Bidding. But confusion strikes sometimes on the what this precisely means. RTB is part of programmatic media buying that uses technology and audience insights to reach the right user, in the right place with the right message in real time. In other words, it is a lightning quick, programmatic auction that takes audiences into account in order to assess the value of an impression to a certain advertiser. The main goal of this article is an introduction to one of the main solutions nowadays that covers the RTB processes, DoubleClick Digital Marketing. More specifically, we will focus on the core of this platform and its main advantages: DoubleClick Campaign Manager.
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