44% of publishers now sell display inventory via real time bidding (RTB), a figure which rises to 49% for North American respondents. Overall, RTB accounts for 17% of global display revenue.
These are some of the findings from Econsultancy's second Online Publishers Survey Report, carried out in association with the Rubicon Project, and based on a survey of nearly 500 online publishers, sales houses and rep firms.
More highlights from the survey coming up...Display inventory sold on a real-time bidding basis
44% of publishers sell their display inventory on a real-time bidding basis, with a higher proportion of North American respondents (49%) indicating that they do this, compared to 41% in Europe.
On average, a quarter of publishers’ remnant display inventory is sold on an RTB basis.
North American respondents are selling a higher proportion of their remnant inventory on an RTB basis than their European counterparts – around a third (30%) compared to just over a fifth (21%) in Europe.
Is any of your display inventory sold on a real-time bidding (RTB) basis?
RTB and increases in remnant revenue
Globally, the average increase in the value of remnant inventory due to RTB is 20%. Around half of publishers surveyed reported increases between 1% and 10%, while 10% indicated that their remnant revenue increased by more than 50%.
By how much has your overall remnant revenue increased as a result of RTB?
Investment in RTB by ad networks
The report also includes the findings from a survey of 160 respondents from ad networks, so we can get a view from them on plans to invest in RTB.
68% of ad network respondents said they are investing in RTB technology, while a further 17% plan to do so within the next 12 months.
Use of RTB by ad networks
37% of networks are using RTB for both buying and selling, with a higher proportion of European respondents doing both (37% compared to 31% for North America).
Do you use real-time bidding (RTB) for any of the following?
Graham Charlton is Editor at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+.
Recommended reports
Online Advertising Survey
The Online Advertising Survey Report, produced in association with the Rubicon Project, is a useful overview of the online display advertising environment. It contains information about spending trends, the use of ad networks, types of targeting and use of data. The research also examines the impact of real-time bidding and the increasingly important role played by online advertising exchanges, demand-side platforms (DSPs) and trading desks.
Ad Networks and Behavioural Targeting Supplier Showcase July 2008
Download presentations from Econsultancy's Supplier Showcase event from the following six ad networks and behavioural targeting specialists: AdKnowledge, Phorm, Advertising.com, Unanimis, .Fox Networks, Wunderloop
7:26PM on 21st December 2011
We use Altitude Digital Partners for filling our remnant ad space. They operate on RTB and have greatly increased the revenue for our remnant ad space. I highly recommend them!