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Rubicon: Impression Based Advertising

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Technology has given marketers a better way to reach their intended audiences. Not only is the method of reaching the audience better but they are able to target the exact audience they are looking for. Impression based targeting has made this possible. Advertisers specify to companies – describe the companies that do this – the criteria describing the person they wish ot reach online and then bid in real time for the opportunities to reach them (text book).
What are implications for companies that bid for the chance to have exclusive advertising?
Rubicon is one well known technology company that collects web user data and allows advertisers to bid in real time for the chance to advertise directly to the individual. Real-time bidding is a technique

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