Forecast: RTB spending to increase significantly

"In the emerging programmatic environment, we hear time and again that relationships still matter," said Andrew Casale, VP of strategy, Casale Media. "Buyers and sellers increasingly want to do deals by interacting directly with each other, and this is just one point of clarity that we in the industry need to communicate. All the players in this segment need to collaborate around market education for the industry to thrive. The innovations have advanced even just in the past year, and we need to articulate how technology has vastly improved the experience for buyers and sellers."

According to the report:

• 77% of those surveyed say they would spend more on RTB if they could be assured of quality and/or impressions
• 85% fear RTBs will 'devalue' their inventory
• 75% are afraid existing sales relationships could suffer because of RTB

The report indicates businesses need a better understanding of RTB moving forward. The research shows one in four still want the 'human element' in buying - so that buyers are 'face to face' with their accounts. It further indicates that there need to be a better understanding of the differences between real time bidding, private ad exchanges, demand side and other ad platforms.

Tags: advertising trends, Casale Media, online advertising, RTB advertising