Real-Time Bidding (RTB) is a process by which every online ad impression can be evaluated, bought, and sold, all individually, and all instantaneously (i.e., in “real time”). It plays an important role in the media buying landscape now and will in the future.
RTB looks to become the fastest growing digital advertising segment through 2016, according to market intelligence firm IDC. It projects that spending on display via RTB will see a 59% compound annual growth rate during this period, which would bring spending via RTB to $13.9 billion. RTB is now rapidly expanding into mobile and video.
Do we see a future where advertisers begin bidding for display ads on TV screens and billboards?
For those of you who would like a quick, clear explanation of the difference between RTB and direct buys, click on this link. It clearly reveals some basic pro’s and con’s as the two forms of media buying are distingushed.