Improved performance and reduced wastage seen as main benefits of real-time bidding
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.