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Cognitive Computing Authors: Liz McMillan, Elizabeth White, Pat Romanski, Yeshim Deniz, Roger Strukhoff

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RTB.com Emerges from Stealth Mode to Provide Real-Time Bidding for Mobile Devices; Disrupts Traditional Media Buying

RTB.com, a San Francisco-based company that provides brands and app and game developers with the ability to reach mobile users via targeted mobile web, in-game and in-app ads, formally launches today. The company—which has been operating in stealth mode as Manage.com for the past eight months—is one of the only companies with the ability to provide mobile real-time bidding (RTB) reaching millions of consumers each day.

According to analyst firm eMarketer, this year 73 percent of digital display ads will be purchased through RTB, a new way of buying online and mobile advertising via real-time auctions (e.g. advertisers bid on the right to show highly targeted mobile ads to consumers immediately after they open an app or click to a new mobile web page).

RTB.com employs proprietary algorithms, big data and high-performance architecture to enable digital advertising auctions to take place in milliseconds. In May 2013, the company’s mobile ad impressions increased by 110 percent compared to January of 2013. RTB.com now handles over three billion real-time mobile ad impressions each day.

RTB.com’s customers include medium to large game developers, large brands and retailers, and brand agencies. Recently signed customers include game developers Kixeye and Buffalo Studios, international advertising agency M&C Saatchi and online gaming site William Hill.

“The holy grail of advertising has always been targeting,” said Fred Hsu, co-founder and CEO. “Let’s say I need to reach a female in Denver who likes casual games and spends five hours a day on her mobile device. How do I find this person, and contact her at the exact moment I want to? Real-time bidding accomplishes this, offering far more control, efficiency, targeting and scale then ever before. It is truly revolutionizing the way ads are purchased.”

RTB.com is built on one of the fastest, most dispersed and redundant networks in the world, enabling it to handle more bandwidth, storage capacity and data processing requirements than many Internet-Service Providers and public companies. To prepare for its launch, RTB.com enhanced its platform, co-locating on all major continents for mobile ad traffic, including North America, Europe and Asia/Pacific Islands. In addition, the company’s platform now supports all major in-app sources, including Google AdX and Mopub.

About RTB.com

RTB.com is the leading provider of mobile real-time bidding (RTB). Employing proprietary algorithms, big data and high-performance architecture, RTB.com reaches hundreds of millions of users per month in the rapidly growing mobile advertising sector. Led by an agile team of veteran entrepreneurs, RTB.com is headquartered in San Francisco.

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