Dive summary:
- A new report from eMarketer predicts spending on real-time bidded (RTB) advertising will exceed previous estimations.
- If eMarketer's new predictions are correct, RTB spending will increase by 73.9% this year over last.
- This trend is great news for ad tech companies selling RTB ads but not great for publishers, who will see more of their display ad dollars going to ad tech middlemen.
From the article:
"In another unwelcome development for publishers, eMarketer's revision occurred primarily due to an unexpected surge in mobile spending. While some sellers of mobile inventory, such as Facebook and Pandora, have figured out how to make money from mobile, the majority of digital publishers are still trying to figure it out. As a result, the revised numbers are likely to leave many wondering why they can't crack the medium despite the increased dollars moving there."
