RTBs

Google courts enterprise marketers with launch of Analytics 360 Suite

Google has unveiled Analytics 360 Suite, “a complete measurement platform” targeted at enterprise marketers.

According to Google VP of Analytics, Display and Video Products, Paul Muret, Google Analytics 360 Suite is designed to give marketers “a complete view of the consumer journey and then make sense of it all.”

Once they have insight, Google aims to help marketers drive results.

RTB expected to grow significantly, but concerns linger: report

The benefits of real-time bidding (RTB) seem obvious, but as a percentage of the display advertising market, RTB’s growth has lagged many observers’ expectations.

So what gives?

According to a study (PDF) conducted by Advertiser Perceptions and released this week by Casale Media, approximately half of media buyers and sellers are already participating in the RTB ecosystem, and significant growth is expected over the next year, but both sides still have a number of concerns that are holding RTBs back.