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.
NBC makes over Thursday, yet again
Solid start for ABC’s ‘American Crime’
Big shakeup at NBC News, as expected
February sweep’s winners and losers
Whoa: The Hispanic population will double
Nearly everyone’s got a smartphone
‘The Returned,’ just why is the question
Tell us, what’s the mood at your agency?
Best tube bets this weekend 3.6.15
President and CEO fizzle out at TheBlaze
Pew: Race influences local news consumption
More changes at the top at Viacom
Hefty fine for a misleading Snuggie ads
- Tim Libby becomes SVP and digital director at Starcom USA
- Cedric Devitt becomes chief creative officer at Big Spaceship
- Tony Zito rises to CEO at Rakuten Marketing
- Nick Maine, Sam Thompson and Ashraf Mohammad join Digital Pulp
- Scott Bailey becomes automotive president at TEN
- Bill Brink rises to media editor at The New York Times
- Cara Rubinsky rises to associate Europe editor at The AP
- John Strong and Alexi Lalas leading FS1's MLS coverage
- Three join the cast of AMC's 'The Night Manager'
- Griffin Gluck joins NBC comedy pilot 'Cuckoo'
- Martha Stewart among Justin Bieber roasters
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Remote media buyer available for all markets
Offline media buyer job in San Francisco
Spot media buyer wanted in Greenville, S.C.
Communications strategist/media planner in Chicago
Digital campaign and analytics manager