The Rise of Real-Time Bidding
Though a lot of people now know about RTB, what many don't yet realize is that RTB is not just another new advertising tool – it's already a major industry in its own right, and it's poised to get even bigger.
Kirby Winfield, SVP of corporate development at ComScore, says RTB already accounts for 20 percent of all display advertising and predicts it will be a $3 billion business by 2013. The International Data Corporation calculates RTB-based spending will be 27 percent of display ad spending in the United States by 2015 and 25 percent in the United Kingdom. Analyst firm Parks Associates believes RTB will be a $6.8 billion business by 2017. These figures may seem high, but RTB has grown 700 percent in just two years. Google has invested $1 billion in RTB since 2009, and the biggest players in the tech world — from Yahoo! to Microsoft to AOL — are racing to gain a foothold in this emerging business.
For a deep dive into real-time bidding (RTB) as well as a few predictions for its future, head over to Website Magazine and check out Ben Plomion's latest!