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.
Parks Associates analyst Tejas Mehta agrees the bad press won't change much unless Lyft and Sidecar add more investors and find a new way to stand out. "Lyft has been competing with Uber on pri...
Streaming-media devices continue to grow in popularity amid swiftly shifting competition, according to a new report. During the first three quarters of 2014, 10 percent of US households with a...
Meanwhile, over-the-top boxes like Apple TV are surging in popularity. Research group Parks Associates estimates sales of such streaming-media devices will top 57 million worldwide in 2018, nearly...
While Uber is forging ahead with its initiatives, tangible safety improvements may take time, said Parks Associates research analyst Tejas Mehta. "Uber's new safety initiatives are an acknowled...
