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

Published 20 October, 2011 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (1)



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!

over 6 years ago

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