Technology has given marketers a better way to reach their intended audiences. Not only is the method of reaching the audience better because of the internet, but marketers are able to target the consumers most likely to be interested in the products. Impression based targeting has made this possible. Advertisers can specify to data aggregators the criteria describing the person they wish to reach online and then bid in real time for the opportunities to reach them (Schiffman & Wisenblit, 2015). This kind of targeting has a clear advantage over old methods. In the past advertisers wasted a lot of time trying to advertise to individuals who were not even interested in the product. Technology has made it possible for advertisers to reach individuals …show more content…
“Real-time bidding is a technique that allows advertisers to reach the right user, in the right place, at the right time, and also sets the price that advertisers pay for each impression” also known as person reached (2015). Real-time bidding happens as soon as a website is clicked on. Most people are not even aware it is happening but it is estimated “about 97% of American Internet users interact with Rubicon’s system every month” (Singer, 2012). The bidders in real-time bidding are marketers looking to identify the best prospect and show an ad before the individual moves on to the new web page (2012). The bidder with the highest bid wins the chance to advertise gets the opportunity to advertise to the specific individual who meets the specified target market. Advertising directly to the company target market has an obvious advantage over segment-based targeting. With impression-based targeting, the bidder is advertising directly to a person who has shown an interest in the specific product. Unlike segment based marketing that has a broader audience who may not be interested in the advertisement. Advertising directly to the target market is a better use of marketing