The real-time bidding (RTB) ecosystem: infographic

by David Moth 13 August 2012 10:58 3 comments Print

The benefits of real-time bidding (RTB) are obvious – it allows advertisers to set the price they are willing to pay to target specific users.

However it still only accounted for around 10% of overall UK display advertising in 2011, suggesting that marketers still need to be convinced of the benefits of switching their budgets to RTB.

The most frequent criticisms are that it is too complicated, results in inflated prices and is really just a way for publishers to sell off unwanted ad space.

However data included in our new Real-Time Bidding Buyer's Guide shows that digital marketers using RTB find it to be the most efficient way of reaching consumers across multiple channels via a single campaign.

This infographic summarises the RTB ecosystem and looks at some of the main ad exchanges...

David Moth is a Senior Reporter at Econsultancy. You can follow him on Twitter or Google+.

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Reader comments (3)

Dave
12:14PM on 13th August 2012

Hi Econsultancy,

Please stop posting infographics which aren't infographics.

Love,
People who make actual infographics
peter bordes
10:36PM on 13th August 2012

this definitely is not an infographic. It also seems to only represent a fraction of the RTB ecosystem. Its missing Mediatrust , adknowledge, admarketplace and ThinkRealtime to mention just a few
Xuehua Shen
1:06PM on 21st August 2012

You may add iPinYou, the leading DSP in China, given China is the 2nd biggest ads market.
iPinyou organized the global RTB summit in Beijing on May 30, 2012. There is a panel with four leading DSP players, Turn in USA, Brandscreen in Australia, MotionBeat in Japan, and iPinyou in China (http://www.ipinyou.com.cn/globalrtbsummit/su/index.html).