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.
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.