Rich media advertising/Video advertising are expected to increase adverting effectiveness, as they can create a totally new kind of advertisement such as linked advertisement to TV commercials...RTB (Real Time Bidding)
RTB is a way to bid to advertise per impression and allows advertisers to deliver their ads to their targeted users.
2. Self-optimization for advertisement effectiveness
Self-optimization estimates advertisement effectiveness per impression and optimizes the advertisement effectiveness by bidding for advertising at a matching price to each advertiser’s CPA.