The Rise of Real-time Bidding
Real-time bidding (RTB) may be confusing for both media buyers and sellers, but that isn’t stopping its rapid expansion.
According to a report published by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What’s more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.
Advertisers in 80% of sectors increasing the number impressions bought via RTB, suggesting that, despite real-time bidding’s imperfections, adoption will continue to grow. According to eMarketer, RTB spend in the United States will reach $7.1bn by 2016 — nearly a third of the display ad market — up from $1.9bn this year. Much of the growth will come in the next year.
So this is definitely something to watch out for!