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

Published 13 August, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

1719 more posts from this author

You might be interested in

Comments (3)



Hi Econsultancy,

Please stop posting infographics which aren't infographics.

People who make actual infographics

about 6 years ago


peter bordes

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

about 6 years ago


Xuehua Shen

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 (

almost 6 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.