Basically, real-time advertising is the application of interactive pricing mechanisms and efficient logistics to online display advertising. This application allows advertisers and publishers to connect directly via so-called ad exchanges that closely resemble stock markets for advertising products. This development is accompanied and driven by the rise of more sophisticated targeting mechanisms (like behavioral or re-targeting) that enable advertisers to bid on single impressions instead of accumulating thousands of them, hoping to reach their desired target group, which has led to a significant amount of wasted advertising impressions in the past.
Bernd Skiera is chaired professor of electronic commerce at Goethe-University in Frankfurt, Germany.
Nadia Nabout is professor of interactive marketing & social media at WU Wien, Austria.
Marc is a doctoral student and research assistant at the Chair of Electronic Commerce at Goethe-University in Frankfurt, Germany.