Amazon may be the world's online consumer retail giant, but don't let that fool you: the company isn't content with being the Walmart of the web.
Already, Amazon has become a leading player in the cloud computing space, and in 2013, it's coming to Madison Avenue, perhaps in a big way.
There has been no bigger news this year in the world of digital advertising than the launch of Facebook Exchange (FBX). The implications are many. It opened up a gigantic pool of inventory in the hottest sector of ad tech: programmatic buying or, more specifically, retargeting. Furthermore, it brought together Facebook API buyers and DSPs in a way that companies are still trying to figure out, and overnight, it created competition, in terms of attention and dollars, for Google’s advertising juggernaut, DoubleClick Ad Exchange.
Now that it’s been almost five months since AdRoll and a handful of other tech companies have joined the FBX alpha, we thought we’d share the key things that we’ve learned about this exciting new channel.
Real-time bidding (RTB) may be a source of concern and confusion for both media buyers and sellers, but that isn't stopping adoption of RTBs.
According to a report published this week by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What's more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.
Despite challenges and turbulence, adoption of real-time bidding (RTB) is growing and expectations are still high that RTB will be able to deliver on its promise.
One of the big questions that lingers, however, is just how big an impact will RTB have on the online advertising ecosystem outside of display. Take video, for instance. Skeptics make interesting points about RTB's potential shortcomings in the video space and suggest that RTB may not be as applicable to video.
Are the skeptics right? That remains to be seen, but in the meantime, RTB continues to make inroads in video. The latest example of that: yesterday VEVO announced the launch of an RTB platform that it will use to move unsold pre-roll ad inventory.
Companies have more opportunities than ever to reach consumers thanks in large part to the proliferation of digital channels, but taking advantage of those opportunities can be difficult.
From display and mobile to social and video, figuring out the best way to use digital channels is no small undertaking.
So it's no surprise that many companies turn to agencies for answers.
Real-time bidding (RTB) is no longer an unknown entity for marketers, but equally it has yet to reach a clear tipping point in terms of mainstream adoption.
It’s not far off that point though and the launch of Facebook’s RTB network should hasten the move towards more widespread investment.
However a recent study found that one of the biggest concerns among media buyers is that they would be buying low quality inventory, which in turn may damage their brand.
So clearly marketers still need to be educated as to the potential benefits of RTB.
Our new Real-Time Bidding Buyer’s Guide contains detailed information about the trends and issues affecting the online display advertising sector, as well as advice about how to find the right RTB platform.
Furthermore, a new report from Infectious Media includes some useful information regarding the RTB market in various European markets.
It's a seemingly great time to be a brand. Our digital world has created numerous challenges in reaching consumers, but thanks to digital channels like social and mobile, there are arguably more opportunities than ever to create connections.
For agencies, whether the digital revolution is a boon isn't always so clear. Yes, agency services are in great demand as a result, but the complexity of digital advertising is creating some significant pain.
The benefits of real-time bidding (RTB) seem obvious, but as a percentage of the display advertising market, RTB's growth has lagged many observers' expectations.
So what gives?
According to a study (PDF) conducted by Advertiser Perceptions and released this week by Casale Media, approximately half of media buyers and sellers are already participating in the RTB ecosystem, and significant growth is expected over the next year, but both sides still have a number of concerns that are holding RTBs back.
The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer's Guide.
Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.
Last week, we released a new Real Time Bidding (RTB) Buyer's Guide and an infographic on the RTB ecosystem. Though only a small percentage of marketers take advantage of this area of marketing, those who do are finding it to be one of the most efficient ways to reach customers across multiple touch points through a single campaign.
As there is still some confusion around this area, we reached out to four marketers deeply entrenched in RTB to find out what they think of it, the advantage of making it part of your spend and how it will affect the future of marketing.