Paid search and RTB are fairly similar online marketing channels — each involves bidding on ad inventory in an auction-based model. But, whereas paid search has long been a staple of the Internet Marketing mix, RTB is a relative newcomer, having only gained significant traction in the last few years.
As a result, most RTB buyers are basically “rookies” in their profession. If you have more than three years of experience in RTB, you’re about as proficient as they come. In paid search, on the other hand, three yeas of experience would make you a knowledgeable yet junior marketer.
They say a smart man learns from his own mistakes, while a wise man learns from the mistakes of others. In my piece on Search Engine Land today, I invite you to learn from my mistakes with a ten lessons that RTB buyers can learn from paid search marketers.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.