Add another term to the digital content and advertising lexicon. “Real-time bidding” capabilities have been added by inventory platforms AdMeld and PubMatic via new partnerships announced today with Turn Inc.

The process and the players in real-time bidding can be complex, but represent a new monetization opportunity for publishers. Here’s how it works. If a publisher uses an ad platform such as PubMatic, which has the ability to offer display inventory that can be bid on, companies such as Turn can provide the technology to compress that bidding into real time instead of the irregular updates that bidding now works within.

“The launch of Real-Time Bidding by companies like AdMeld and PubMatic is transformational for the entire digital advertising ecosystem.  Media buyers and publishers alike will benefit tremendously from a highly efficient market where the most valuable advertising can be placed in front of the most valuable users – all at the right time and at the right value,” said Bill Demas, President and CEO of Turn.
 
Demas says the integration expands Turn’s ability to perform targeting and bid price optimization in real-time, which dramatically improves the effectiveness and efficiency of display advertising campaigns. It also brings more inventory under Turn’s purview, so that brand marketers can leverage Turn’s technology to bid with confidence on high quality ad inventory across these platforms. 
 
Turn’s targeting technology analyzes thousands of demographic, behavioral and website content variables and adapts to changes it sees in publisher inventory and campaign performance patterns within milliseconds, enabling Turn to leverage all of its data assets and predictive algorithms in real-time for each impression. This dramatically improves reach for custom audience targeting, enables universal frequency capping across each of the Real-Time Bidding inventory platforms, and empowers the predictive algorithms to optimize the price for each impression.
 
Initial results from campaigns run over the past seventeen days on AdMeld and PubMatic indicate the potential for real-time bidding, demonstrating significant improvements in click-through rates (up to 135% improvement), conversion rates (up to 150% improvement) and effective cost per action (up to 145% improvement) versus non-RTB inventory.
 
“Turn is an industry leader that has embraced real-time bidding on behalf of its agency and advertiser clients, and they are achieving outstanding results with PubMatic,” said Rajeev Goel, PubMatic Co-Founder and CEO.  “Turn’s platform can help extract the maximum benefit from inventory that has been bid on in real time, which is great for advertisers, our publishers, and the industry overall.”