Instant Ads Set the Pace on the Web

[mromero]

From the NYT:

Advertisers have been able to direct online messages based on demographics, income and even location, but one element has been largely missing until recently: immediacy. Advertisers booked slots in advance, and could not make on-the-fly decisions about what ads to show based on what people were doing on the Web.

Now, companies like Google, Yahoo and Microsoft let advertisers buy ads in the milliseconds between the time someone enters a site's Web address and the moment the page appears. The technology, called real-time bidding, allows advertisers to examine site visitors one by one and bid to serve them ads almost instantly.

[nytimes.com...]

[edited by: tedster at 10:36 pm (utc) on Mar 13, 2010]
[edit reason] added quote box [/edit]

[ken_b]

This Real Time Bidding seems to be interesting.

In a Google study, publishers received prices on average that were 130 percent higher on ads sold through the DoubleClick exchange, compared with ads sold through networks.

[Quote is from the article linked in the OP.]

But how does/will it affect AdSense publishers?