I'm not sure this article is a particularly well-informed summary of the state of things. For one thing, the acronym is RTB (Real-Time Bidding), not RBT, and t

I'm not sure this article is a particularly well-informed summary of the state of things. For one thing, the acronym is RTB (Real-Time Bidding), not RBT, and the analogy to HFT is rather thin. For another, Google's existing Ad Exchange already has extremely substantial impression volume. Google isn't so much "jumping into a market" as the article claims but rather bolstering and broadening their existing position. The market is decidedly emerging but it's further ahead of what this article portrays.