Another research firm, Parks Associates, forecast that RTB will be slightly more aggressive in its takeover of display advertising, rising to 50% of all display ads by 2017. However, the company predicts that RTB will make $7 billion in North America that year as well.
“There are so many different variables that go into their rate of adoption,” said Heather Way, research analyst with Parks Associates, in an August 2012 interview with Ad Exchanger. However, she added, “RTB will become the new de facto display online buying method.”
What about pricing? In 2012, CPMs for RTB ads averaged about $3.17, according to Forrester. But with an increasing number of premium publishers and buyers getting into the space, prices and CPMs will rise. That is one way that a forecast like IDC’s could happen, where RTB makes up a smaller percentage than Parks’ forecast but earns more money.
From the article, "2012 Review: RTB Gained Ground Thanks to Major Brand Participation" by Kimberly Maul.
A new report from Parks Associates concludes RTB tech will support approximately 50% of North America display ad volume five years from now. From a revenue standpoint, the forecast is somewhat less...
Online ad researcher eMarketer projects mobile ad spending in the U.S. will hit $2.3 billion in 2012. That’s nearly double 2011?s tally, but when it comes to overall spending, it’s still a compleme...
AdChoice Awareness Although the advertising industry is relying on self-regulation when it comes to privacy and data collection, the efforts don’t extend far enough to the public, according to...
Good business practice means providing consumers the means to opt out. Yet, consumers often don’t, either because they don’t know how or don’t even know it’s an option. In 2010, the Digital Adv...
