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The results are in: Real time bidding (RTB) has grown at a phenomenal rate and it is clear that it is the future of media buying. According to eMarketer, RTB spending in the United States will reach $7.1bn by 2016 -- nearly a third of the display ad market -- up from $1.9bn this year. However, in today’s world, advertisers engaging with RTB purchasing partners can only optimize media buys using simple attribution, and then only based on the activity within that partner. This means that the buying partner is not using the same metrics to optimize that the client is using to measure its performance.