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With the penetration of smartphones and internet across the globe, the consumer’s footprint on mobile, digital, and social platforms has increased by leaps and bounds. This evolution of technology has led the marketers to wake up to the promise of targeted ads. Almost a decade ago, ad networks grew to broker buying and selling of ad space between publishers and marketers. But marketers couldn’t track whether they were getting the right ROI as they did not have a mechanism to know who was really seeing their ads. This led in the existence of ad exchanges and real-time bidding (RTB) platforms which helped advertisers bid for advertising space via an auction model and deliver the ad impressions.