After reading this I took the rest of the article with a very big grain of salt: "When you open a web page, information such as age, sex, location and search h

After reading this I took the rest of the article with a very big grain of salt: "When you open a web page, information such as age, sex, location and search history are zapped to buyers vying for your attention. Bundled with 999 other people, those eyeballs are offered to the highest bidder, usually ad agencies and their clients" Since the data described is not actually "zapped to buyers" and there is definitely no "bundled with 999 other people" involved in RTB. The whole concept is bidding for a single impression to avoid paying for people you don't want to target to.