According to estimates from eMarketer, real-time bidding (RTB) digital display ad spending will account for 13 percent of total digital display ad spending this year, or $1.9 billion, up 149 percent from the spend last year. RTB is expected to account for 19 percent of total display ad spend next year, and will account for 28 percent of total ad spend in 2016.
RTB is “a digital advertising technology that lets marketers buy and publishers sell display ads dynamically, in real time, on an impression-by-impression basis,” according to eMarketer’s definition. The emergence of RTB will offer media buyers and publishers more efficiencies. Key influences to determine the growth of RTB include the maturation of Facebook’s ad exchange, an expected influx of mobile and video inventory, and demand for better transparency for all digital display advertising, according to eMarketer. (eMarketer)
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