The real-time bidding digital ad market is expected to reach $1.6 billion in 2012, according to Parks Associates. But the RTB market is shrouded in mystery, split up among a half-dozen major players from Google's AdEx to Yahoo's Right Media and AppNexus.
Who are the biggest spenders? It's hard to know precisely, but in August data provided to Ad Age, publisher Rubicon Project is giving some clues. Rubicon, like Pubmatic and Google's Admeld, helps publishers maximize the value of their ad inventory, so it sees a big chunk of the ad market, and knows how much advertisers are bidding, and paying, for ads.
From the article, "Meet the Biggest Advertisers in RTB" by Jason Del Rey.
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"There's no precedent in my mind," Harry Wang, research analyst for Parks Associates said. The closest comparison would be the TV industry, Harry Wang said. Manufacturers selling analog sets toda...
