The technology that drives online advertising is continually improving. In an effort to make the purchasing of ad space more efficient, new methods are constantly being tried and tested. Currently, those that buy media ads are leaning heavily towards making programmatic buying a part of their online marketing program. Real-time bidding is the backbone of programmatic buying, and last year the revenue from this RTB reached $1.6 billion. It is speculated that by the year 2017, 34% of all display-advertising revenues will come from RTB, and soon, programmatic buying will be a must for anyone who purchases media.