Stat Spotlight: Real-Time Bidding

The advent of ad exchanges and real-time bidding is one of the biggest innovations to hit digital advertising. Google is betting big on the field with the DoubleClick Ad Exchange and its purchase of leading demand-side platform Invite Media. Investors have poured hundreds of millions of dollars into companies in the space.

Real-time bidding remains barely a blip in the online ad world, although a fast growing one. Figures from Forrester Research, in an estimate commissioned by AdMeld, present a mixed picture.

On the one hand, just 4 percent of online advertising was bought in real time via exchanges in 2010. On the other, this spending is due to increase by 133 percent in 2011.  Forrester analyst Michael Greene notes it’s “not an explosive amount by any means,” but the shift will only continue. “I don’t think you can stick your head in the sand,” he said.

Google collaborated with DIGIDAY on State of the Industry on Real-Time Display Advertising survey featuring input from more than 300 digital marketing and media pros over the past month. We’ll release findings Wednesday in Los Angeles at DIGIDAY:ONMEDIA. Watch the DAILY for information on how you can download the full report.

More in Media

Media Briefing: Publishers who bet on events and franchises this year are reaping the rewards

Tentpole events and franchises are helping publishers lock in advertising revenue.

With Firefly Image 3, Adobe aims to integrate more AI tools for various apps

New tools let people make images in seconds, create image backgrounds, replacing parts of an image and use reference images to create with AI.

Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic

Publishers like Axios, Eater, the Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings to engage audiences as a wave of generative AI advancements increases the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.