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BizReport : Advertising archives : August 10, 2015

Forecast: RTB revenues set to skyrocket

Publishers can expect the revenues they make from programmatic (RTB) ads to increase 'substantially'. That according to a new forecast out from AdExchanger Research. According to their experts over the next year programmatic ad inventory will merge into a remnant category to become a big part of publishers' monetization.

by Kristina Knight

Researchers looked at how publishers are selling programmatic inventory now compared with last year and found that for one-quarter of publishers, nearly half (40%) of their revenue is coming from programmatic venues - that is 16% more than 2014 numbers. Meanwhile most (66%) say they expect at least 20% of their revenue to come from programmatic avenues over the next year.

"Programmatic is no longer just a way to sell remnant inventory - it is proving to be an effective monetization method for publishers as well," said Catherine Oddenino, Analyst at AdExchanger Research and author of the report. "As we look toward the future, we will finally see revenues start to catch up with inventory."

There are challenges for these publishers, however. Namely between mobile and desktop selling, where they say mobile CPMs are falling behind desktop despite mobile's popularity and strong growth rate. Publishers also say 'vendor complexity' makes it difficult to navigate programmatic options.

Image via Shutterstock

Tags: AdExchanger Research, advertising, advertising trends, programmatic advertising, rtb marketing

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