Real-time bidding is still a relatively young method for buying online advertising, but advertisers are getting into the game much faster than publishers, who risk falling behind and losing ad dollars.
According to March 2011 research from DIGIDAY and PubMatic, nearly half of publishers surveyed have been forced to turn down requests for proposal because they couldn’t offer advertisers the targeting capabilities they had come to expect.
In addition, two-thirds of publishers said they had seen an increase in requests for proposal that included audience segment targeting. Just 3% had seen no such requests.
At present, online marketers in the display, rich media and video advertising space can hardly keep track of advancements in targeting and technology, let alone the seemingly endless parade of new ad networks and exchanges.
One of the latest technologies to test for online advertisers hoping to streamline their ad inventory buying and bidding process is real-time bidding. For networks and publishers, real-time bidding can aid in filling additional site inventory and gaining access to new brands and advertisers.
February 2011 findings from DIGIDAY and Google suggest real-time bidding has passed the initial test. Among marketers and agencies who have already used real-time bidding, more than 90% will continue to spend at least some budget this year on real-time bidding, indicating those who have allocated preliminary budget will continue to maintain, if not increase, their spend.
Traditionally, the worlds of online display advertising and search marketing have mainly operated in silos. The two tactics may both be part of the bigger online strategy, but the people involved with search generally do not really work in or understand display and vice-versa. Lately however, it feels like there’s a greater interest in fusing the two worlds together,
maybe fueled by the diversion of traffic away from search and into social media and/or Google’s rebranding of its Content Network into Display Network. Regardless, when the search and display professionals come together, a lot can be gained from the sharing of information. Today, let me give my media planning brethren some tips from the search side.