Real-time bidding (RTB) has quickly become the hottest trend in display advertising, with U.S. RTB spending expected to hit $1 billion this year and increase two-fold next year. The dramatic growth in dollars flowing through agency trading desks, DSPs and next-generation ad networks has tempted even the world’s most premium brand-name publishers into the game. However, to date, RTB growth has been primarily centered on the display ad space.
Video RTB, by contrast, is in its infancy with spending still well under 5 percent of total video ad spend. Our internal estimates put the value of all Video-RTB buys in the U.S. at approximately $40 to $50 million in 2011. This seems set to change significantly in 2012 as sizable demand-side players, including all of the major agency trading desks, have lined up to throw significant budgets into video RTB next year. Growth, it seems, will be well into the triple digits.
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