Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Advertising archives : April 06, 2011
PubMatic: Brand advertisers want RTB options
When it comes to the online space, more brand advertisers are looking at real-time bidding (RTB) options. Rather than paying above premium prices or having no control over ad pricing, PubMatic's new report indicates that these marketers believe they will have more control over ad campaign costs with the addition of RTB options.
"Advertisers and agencies were very clear about wanting the ability to buy RTB campaigns directly from premium publishers because they get a guaranteed brand safe environment with the targeting sophistication of RTB," said Rajeev Goel, Co-Founder and CEO of PubMatic. "Private
Marketplaces are changing the way that display advertising is purchased - the precision targeting of RTB coupled with the transparency of direct publisher sales will significantly increase the size of the display advertising market."
According to PubMatic's findings:
• Most marketers (97%) will use anonymous audience targeting in 2011
• About half will ensure that most of their ad budget includes audience targeting
• 62% of advertisers want RTB options
• Only about 20% of publishers have available RTB inventory
Recently eMarketer forecasted that the online share of ad revenue would increase by 10% by 2015 (US), despite that prediction, it seems there is still plenty of growth for online advertising. The report shows that US consumers are spending about 25% of their time with online media but online receives less than 20% of the US ad spend.
"Those of us focused on the internet channel have complained for years that it hasn't been getting its fair share of media dollars based on time spent," said eMarketer CEO Geoff Ramsey. "However, the precise extent of that imbalance has been shrouded in mystery and exaggeration. Now we know--it's a gap of 6.5 percentage points."
It could be that more control over ad costs and more transparency in the space may bring more advertisers into the space.
Tags: ad forecast, advertising revenue, eMarketer, online advertising, PubMatic, real time bidding, RTB
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Expert: How Covid-19 will impact merchants in 2021
- Expert: How a newsletter could change your business
- Reports underline changes in how people now shop
- Study: Customer ID a problem for brands, publishers
- How to Optimize WooCommerce for Higher Conversion Rates
- Report: US imports up 8% for 2020
- How to optimize with AI to improve the customer experience
- Study: Security top of mind for merchants