Dive summary:
- IDC published a report claiming that real-time bidding (RTB) will grow at a 59% CAGR through 2016, making it one of the fastest growth areas in digital advertising.
- Agency executives have "reported improvements in ad effectiveness anywhere between 20% and 150%, depending on the campaign and the key performance indicator (KPI) employed (CTR, CPA, conversions)."
- Yet to be determined is how quickly publishers will become comfortable with the loss of price controls associated with RTB.
From the article:
Spending on real time-bidded display advertising will accelerate at a 59% compound annual growth rate through 2016, making in the fastest growing segment of digital advertising over the next few years, according to IDC. Global spending on real-time bidded display ads in 2016 will be $13.9 billion, the researcher estimates in a white paper out today (download and pay with some PII).
The report, sponsored by PubMatic, is based in part on interviews with 22 senior ad executives, as well as IDC research and other publically available information. The interview subjects cited...
