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BizReport : Advertising archives : October 08, 2010

Study: RTB options lift revenue, performance

A new collaborative study sheds light on real time bidding (RTB) opportunities, with the key takeaways being a 64% lift in revenue for publishers and a 749% performance increase for advertisers using real time bidding. The study included real time bidding information from PubMatic, [x+1], DataXu, MediaMath and Turn, giving a more comprehensive view of real time bidding across ad categories.

by Kristina Knight

From PubMatic researchers were able to access sell-side information while [x+1], DataXu, MediaMath and Turn are demand side platforms. Data was collected for the study during a 30 day period from August and September 2010.

According to the report:

• RTB buys showed an average 749% performance increase compared to traditional run of network ads
• RTB ads increased revenue by 64% compared to non-RTB campaigns
• Audience targeted RTB campaigns outperformed targeted non-RTB campaigns by 324%
• RTB campaigns showed an ROI 101% higher than non-RTB campaigns

Real time bidding gives marketers the opportunity to bid on specific ad space during a specific daypart, optimizing both the cost of the ad and who will see it. RTB platforms collect anonymous behavior and browsing information from consumers to determine when ads should be served.

So far, real time bidding options have been a relatively small part of the online display space, but most experts agree that as the online marketplace becomes more saturated real time bidding options will rise to become a bigger force in the industry.

Tags: DataXu, MediaMath, online advertising, online publishing, PubMatic, real time ad bids, real time bidding, Turn, [x+1]

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