The benefits of RTB (real-time bidding) are something that’s often debated in marketing circles, as though it has obvious advantages in allowing advertisers to name their price for specific users RTB is criticised for relying on poor ad inventory and resulting in inflated prices.

But regardless of where you stand on the relative pros and cons of RTB, it’s fair to say that the technology has fundamentally altered the way that online advertising is bought and sold.

Our new Online Advertisers Survey Report asked 650 advertisers and agencies about the benefits of real-time bidding and found that more than half of advertisers see improved performance (62%) as the main advantage.

This was followed by reduced wastage (54%), lower cost per acquisition (53%) and better targeting capabilities (46%).

What do you see as the advantages of real-time bidding?

This is the third Online Advertising Survey Report, produced in association with advertising technology company Rubicon Project

The research explores online advertising trends, including budgets, use of different channels, real-time-bidding (RTB), demand-side platforms (DSPs) and private marketplaces. 

Trading desk spend on RTB

The report also asked respondents what proportion of their trading desk spend goes on real-time bidding. The results shows that just under two-thirds (63%) of advertisers say that less than half of their trading desk spend goes on real-time bidding, with almost a third (32%) spending less than 10%.

What proportion of trading desk spend is spent via real-time bidding (RTB)?

Looking at the average proportion of trading desk spend on RTB, globally the figure stands at 40%.

Among the five regions included in the report, the UK and APAC averages are similar to the global average at 38%, however the averages for France, the US and Germany were significantly different from the average at 73%, 58% and 24% respectively.

David Moth

Published 26 September, 2013 by David Moth

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

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