The word ‘disruption’ certainly causes concern for those running established businesses. Yet if we put aside fear of uncertainty, we find digital ‘disruption’ brings with it far-increased business opportunities. Rather than abandoning original business principles, companies can use technology to build on them, bringing core values and past successes to the world’s digital economy stage.
The insatiable demand for video content on demand continues to be astounding – and, for many traditional content and digital media (CDM) companies, potentially nerve-wracking, as well.
The emergence of over-the-top (OTT) services, such as Netflix, that deliver TV content over the internet is a well-known contributor to the trend, and traditional broadcasting companies have had to change the way they do business to stay competitive and meet user expectations.
RTB requires low-latency connectivity, or a bidder has slim chances of winning. The lower the latency, the less time is taken up during the bidding process making the actual connection, so more time is available for analysis of the user’s profile. That means more time for an informed bid and a better chance of success.