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.
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