Report: RTB ads will soar 98 percent this year
November 15, 2012
Real-time bidding is a hot segment of online advertising, and improvements in technology are leading to healthy growth.
RTB display ad spending will grow 98 percent in 2012, according to eMarketer, well ahead of the 21.5 percent pace at which the company expects the overall U.S. display ad market to grow.
The rate of growth will slow in the coming years, but by 2016 eMarketer estimates RTB ad spending will hit $7.1 billion, good for a 28 percent share of all digital display advertising.
RTB allows online marketers to buy display ads dynamically in real time based on impressions, often using cookies stored on users' computers to target specific audiences. The Wall Street Journal last month rolled out an online ad exchange that uses RTB technology.
According to eMarketer the recent launch of Facebook's private ad exchange FBX will play a role in driving RTB growth, although so far it has had a minimal impact on the company's ad revenues.
But eMarketer theorizes that even slight adoption of RTB by Facebook advertisers could help growth significantly, considering Facebook will account for about 15 percent of total U.S. display ad spending next year.
Tags: ad spending, advertising, display advertising, emarketer, emarketer forecast, facebook exchange, FBX, forecasts, impressions, online, real time bidding, real time bidding ads, RTB, rtb ads, time, U.S.
TLC yanks ’19 Kids and Counting’
‘Late Show’ finale hits 21-year high
‘Modern Family’ falls to low in finale
Once again, ABC wins May sweep
This fall’s five big timeslot battles
Oh my! There goes Marilyn’s skirt.
‘Late Show With David Letterman,’ bravo
Tell us, how do you rate the fall lineups?
Weekend TV: Indy 500 revs up
Cable overnights: NBA stays hot
Fun facts about the Indy 500
Buyouts coming at Wall Street Journal
A record season for Telemundo
- Twelve join California agency David&Goliath
- Ellie Duque becomes publisher at Entertainment Weekly
- CBS Entertainment EVP of comedy Wendi Trilling exiting
- New York Times chief information officer Marc Frons exiting
- Marjorie Miller rises to director of global news at the Associated Press
- Melissa Bell rises to VP of growth and analytics at Vox Media
- Josh Swade becomes executive producer for film and video at Rolling Stone
- Jessica Lussenhop becomes senior writer at BBC News Magazine
- Emily Banks becomes deputy mobile editor at Bloomberg Digital
This week’s younger viewer ratings
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Media buyer/planner wanted in Louisville
Display media planner opening in Chicago
Media planner/buyer opening in Omaha
Assistant media planner wanted in Atlanta
Media buyer wanted in Pittsburgh