Real-time bidding (RTB) has quickly become the hottest trend in display advertising, with U.S. RTB spending expected to hit $1 billion this year and increase two-fold next year. The dramatic growth in dollars flowing through agency trading desks, DSPs and next-generation ad networks has tempted even the world’s most premium brand-name publishers into the game. However, to date, RTB growth has been primarily centered on the display ad space.
Video RTB, by contrast, is in its infancy with spending still well under 5 percent of total video ad spend. Our internal estimates put the value of all Video-RTB buys in the U.S. at approximately $40 to $50 million in 2011. This seems set to change significantly in 2012 as sizable demand-side players, including all of the major agency trading desks, have lined up to throw significant budgets into video RTB next year. Growth, it seems, will be well into the triple digits.
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After seeing continued subscriber growth to its two products, CNBC will begin testing price increases next year.
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SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
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Member ExclusiveMedia Buying Briefing: What a tour through Dentsu and Microsoft’s metaverse campus says about the future of digital marketing
Digiday gets a guided tour through Dentsu and Microsoft's metaverse campus, where clients can test out retail concepts or build showrooms in the virtual world.