It was recently reported by Parks Associates that real-time bidding (RTB) accounts for 12% of total digital display advertising. While 12% may seem like a small percentage when you consider how much airtime the industry devotes to RTB, that 12% actually represents a roughly $800 million business.
RTB is quickly moving beyond its infancy and into its adolescent stage of life. The first demand-side platform (DSP) was introduced in the early 2000s and it took less than one decade for DSPs to change the way that media had been bought and sold before. We’ve already come a long way since the inception of using data to reach audiences, and moved beyond initial challenges such as scale, standardization, and infrastructure. As a result, we now have search data, site-level data, offline and online data flowing through our auction-based systems. Each of these positive steps and signs of growth help to push the industry; however, as with any stage of life, new challenges set in.
From the article, "RTB Is Growing Up" by Aaron Doades.
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In RTB, scale also means having the power to process data at rapid speed. From the time a request comes in, each bidder has 100 milliseconds to respond. In that time, a bidder has to locate the use...
