Real-time bidding (RTB) has the potential to change the way digital video is bought and sold. At my company we believe more than 50% of video impressions will be bought via RTB over the next three years. At this point, it’s not a question of if, but when?
First some background: an industry study recently said that RTB for video will generate $667 million in revenue in 2013, up from close to zero in 2011. Additionally, in the display ad world, Google recently stated that RTB accounts for 80% of revenue on its AdX platform. Furthermore, Facebook’s recent announcement of an RTB exchange for its inventory demonstrates the power of this model across different advertising ecosystems.