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Digital Advertising

Authors: RTB House Editorial Team

Published:: 16 February 2026

Head-to-Head Testing vs. Incrementality Testing—Which Is Best?

Many of the world’s biggest brands choose to deploy a multiple retargeting strategy (using more than one retargeting vendor in combination) because it delivers a host of benefits like larger audiences, more efficient advertising, and a higher return on ad spend. Despite the advantages, or maybe because of them, it can be tempting for organizations to wonder exactly how much value, in isolation, each provider brings.

But is a straight comparison, as seen with head-to-head testing, a strategically sound approach, or should brands be focusing on the wider picture of true added value? Let’s investigate.

Published:
2 May 2022
Digital marketers must keep preparing for the cookieless future: Insight from an RTB House roundtable.
Marketers are being proactive in advance of the demise of third-party cookies but challenges, as well as opportunities, remain.
Published:
29 April 2022
What is Contextual Targeting in Programmatic?
Although contextual targeting is nothing new, its combination with the potential offered by programmatic can open up completely new possibilities for almost every company. Take the execution of marketing campaigns to a whole new level. Support the achievement of assumed objectives and at the same time ensure the effective use of the budget allocated for this purpose. How does contextual targeting in programmatic work? What benefits can be expected from combining the two tactics?
Published:
21 April 2022
RTB House Celebrates Success at The Drum Digital Advertising Awards
RTB House is delighted to announce that it has won the award for Best Overall Technology for Programmatic Trading (buy side) at this year’s The Drum Digital Advertising Awards. The category was incredibly competitive with shortlisted companies including Sharethrough, Xandr, Cognitiv and AdTheorent.
Published:
19 April 2022
Video Ads Streaming Combined with Contextual Targeting — Benefits of Double Power
More and more brands are investing in streaming video ads to promote their services. However, high quality videos are just the beginning. To ensure the success of a video marketing campaign, you should consider leveraging contextual targeting.
Published:
14 April 2022
How to achieve the best effect on a limited advertising budget?
Using specialized technology vendors can help a smaller company optimize digital advertising campaigns and compete with bigger rivals.
Published:
12 April 2022
Why does Every Brand Need a Comprehensive Brand Safety Solution?
Nowadays, when so many advertising activities take place online, it is extremely important to not only look after the marketing creations used, but also the advertising context. Contextual adjacencies will help to effectively protect brand reputation as well as keep existing and attract new customers at the same time. How can you protect brand reputation while advertising online? Which brand safety solutions should be taken into consideration?