Dive summary:
- There are 10 facts about the much-hyped real-time bidding (RTB) that all advertisers, agencies and publishers should know. [see full list at Digiday]
- RTB still holds just a small margin of the digital ad sales hovering at around 10% to 20%.
- Not all publishers are on board with RTB; many major firms including Turner and USA Today are avoiding the technology entirely because they believe the risks outweigh the gains.
From the article:
"Not all DSPs are real-time. The definition of a DSP remains vague, which means many in the ad network space claim to have real-time capabilities but really operate closer to the traditional ad network model of buying up inventory in advance, before repackaging and reselling it. That said, some are adding to RTB capabilities in the hopes they can compete with DSPs for budgets."