According to Mediapost.com, the co-founder of Oversee.net, Fred Hsu, new company officially launched RTB.com today which stands for Real Time Bidding.
The domain name appears have been acquired last year from Telepathy, Inc for what I would guess was a six figure sale.
Hsu, RTB.com founder told MediaPost the focus of the company “now turns toward building out hyper-targeting capabilities by pulling in billions of transactions daily. The world of mobile RTB remains static, mostly revolving around simple rules-based systems, and that’s an opportunity to improve on machine learning techniques through data”.
“U.S. advertisers will spend more than $3.36 billion on real-time bidding this year — including mobile, up from just under $2 billion in 2012 and less than $1 billion in 2011, eMarketer estimates.”
“Demonstrating the uptick in mobile RTB, Hsu said today the company’s hit a monthly run rate of more than $1 million, up from tens of thousands in September last year. In fact, it generated more revenue in April than it did for the entire year in 2012. The company’s pushing an “eight-figure run rate” and expects to triple that during the next six months.”
“We buy on CPM and sell through CPI, but we’re trying to automate it more than Turn and Rocketfuel,” he said. “The platform monitors the RTB stream, billions daily, and when we see a user on a specific device, knowing their location, we’ll determine the user’s worth, maybe a fraction of a penny, before making a bid.”
He said the company doesn’t pull in personally identifiable information, but rather generic identifiers that build a profile over time from data, based on site visits and behavior, rather than Facebook IDs or email addresses. There’s also an opt-out process.”