ABSTRACT

Digital display advertising has become a critical medium for advertisers by enabling user-level targeting and lowering transaction costs because of a new selling mechanism, real-time bidding (RTB). Due to persistent concerns about certain quality issues related to RTB (i.e., ad fraud, ad viewability, brand safety, and ad clutter), many advertisers are reluctant to buy more ad impressions through this emerging technology. Therefore, the overarching aim of this chapter is to elaborate on these quality issues and illustrate how current technology and digital dashboards enable advertisers to overcome them. We also present advantages and disadvantages of these technologies.