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.
Readers: New faces will win Emmys
Cable remembers Robin Williams
Summer’s least appreciated shows
‘Epic Ink,’ yes, it’s really about tattoos
Tell us, what’s your take on automated buying?
For ‘Suits,’ finding its quirky voice
Cable overnights: ‘MNF’ returns strong
A new owner for Fairchild Fashion Media
Islamic State: We’ve beheaded kidnapped journalist
Remembering Don Pardo, the voice of ‘SNL’
Fox’s reality shows grow on Monday night
WWE’s ‘SummerSlam’ pile-drives on Twitter
This week’s cable ratings
- Julie Levin becomes CMO at Publicis Worldwide North America
- Nora Zimmett becomes SVP of live programming at Weather Channel
- Ken Reiner rises to VP of programming at Raycom Media
- Carlos Bardasano and Andrés Mendoza rise at Univision
- Mike Corry rises to senior director of ad sales at Music Choice
- Jayme Beth Frieder becomes senior director of sales at Simulmedia
- Alan Ives becomes VP of North America sales at wywy
- Scott Portugal becomes publisher platform GM at Yieldbot
- Stephanie Himonidis joins Telemundo's 'Yo Soy el Artista'
- Adrianne Palicki guesting on ABC's 'Agents of S.H.I.E.L.D.'
- ABC News anchor Elizabeth Vargas returns to rehab
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
Media planner/buyer opening in Detroit
Senior media planner/buyer job in Phoenix
Opening for an associate media director in SF
Media buyer opening in Milwaukee
Manager of media planning job in Dallas