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BizReport : Advertising archives : October 23, 2013

Programmatic reshaping online ad space

Real Time, or programmatic, ad buying is changing how businesses engage with advertising online. That is the takeaway from new data out from Index, a Casale Media division. According to their data 'event' and 'seasonal' ad activities are pushing programmatic ad buying higher and higher .

by Kristina Knight

According to the report Business, Travel, Media, Financial and Telecoms verticals are leading the way with programmatic/RTB spending. In fact, the top 10 ad sectors hold about 90% of all programmatic ad buys; the top five sectors control account for more than three-quarters of the spending (Jan-Jun 2013).

"We're seeing leading brands' programmatic tests turn very quickly into a full commitment to RTB, much to the delight of many in the digital publishing space," said Andrew Casale, VP of strategy for Casale Media. "The programmatic market is being shaped by just a handful of major brands in key verticals that are fully committed to RTB. Typical audiences for a given vertical may not necessarily be as available or effective when heavy spending brands outside the vertical begin to snap up that in demand inventory. Automotive brands will pay top dollar for 'auto purchase intenders,' forcing retail, telecom and travel advertisers to pay more to reach these targets. We're very excited to bring these insights and a higher overall level of transparency to the programmatic market, because it's the only way to develop smarter programs and better ROI."

Some interesting findings from the report include:

• Global and National brands are leading the RTB spend, accounting for 70% of the spend
• Top 5 DSPs account for roughly 70% of programmatic buys
• Mobile holds an 11% impression share while desktop holds an 89% share
• Retail led the way in Q2 2013, nearly doubling the spend in the Automotive sector

Tags: Casale Media, IndexExchange, programmatic advertising, rtb advertising, rtb trends

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