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.
No ‘Jump of the Century’ after all
Cable overnights: ‘Rizzoli’ rises in 18-49s
A college radio fundraiser gone awry
Two more summer shows get the axe
St. Louis: Picking up after a slow start
Won’t you help Jon Stewart buy CNN?
Huge management shakeup at Conde Nast
Lukewarm debut for NBC’s ‘Food Fighters’
This summer’s winners and losers
The future for Forbes and other business titles
Swing and a miss for the British Open
‘Manhattan,’ not a bomb but little spark
For Lifetime, heels kicking up high
- Shoshana Winter becomes executive planning director at mcgarrybowen
- Danna Castiglia rises to VP of business development at CBS News
- Tim Pastore becomes programming president at National Geographic Channel
- Bill Cox and Walter Naar join Grit and Escape
- Nick Catucci becomes features editor at Billboard
- Paul Cushman becomes chief revenue officer at Dstillery
- Michelle Fairley joins the cast of ABC's 'Resurrection'
- Shemar Moore returning to CBS's 'Young and the Restless'
- Lucy Lawless joins ABC's 'Marvel's Agents of S.H.I.E.L.D.'
- Cast of 'Orange is the New Black' guesting on TBS's 'Conan'
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Digital media planner position in Austin
Media planning supervisor job in New York
Digital media planner opening in Chicago
Assistant media buyer job in Iowa City
Media strategist position in Stamford