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Why Real-Time Bidding Is Retail Media's Next Frontier


Published on 2025-04-25 05:25:01 - Forbes
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  • Real-time bidding could solve retail media's biggest challenges: fragmentation, measurement, and competition with ad-giant Amazon. Here's why RTB is inevitable.

The article from Forbes, published on April 2, 2025, by Kiri Masters, discusses the emergence of real-time bidding (RTB) as a significant development in retail media. RTB allows advertisers to bid on ad inventory in real-time, which is particularly advantageous in retail media where the context and timing of ads can significantly impact their effectiveness. The piece highlights how RTB can enhance personalization and efficiency in advertising, enabling retailers to monetize their digital spaces more effectively. It also addresses the challenges, such as privacy concerns and the need for sophisticated technology to manage the bidding process. The article suggests that as retail media continues to grow, RTB will play a crucial role in shaping its future, offering both opportunities and complexities for advertisers and retailers alike.

Read the Full Forbes Article at:
[ https://www.forbes.com/sites/kirimasters/2025/04/02/why-real-time-bidding-is-retail-medias-next-frontier/ ]