What is advertiser Real-Time Bidding (RTB) and why does it matter to online marketers? Who benefits from real-time advertising buying? What factors and industry trends will affect future RTB growth? These are the key questions that eMarketer considered during their latest market study. Real-time bidding will account for 13 percent of all U.S. display advertising spend in 2012 -- that's more than triple the market share in 2010, according to the eMarketer assessment. Over the next few years, RTB will continue to gain momentum and share of online advertiser spend -- accounting for a quarter of the display market in 2015 -- as more media buyers and publishers benefit from its efficiencies. This year, the overall American display advertising market will grow by 21.5 percent to $14.98 billion -- that's compared with $12.33 billion in 2011, according to eMarketer estimates. In the same year, growth in RTB spending, at 98 percent, will easily outpace display advertising. Ma...
TMT Market Research and Analysis