Understanding the display advertising market: what is real-time bidding?
Display advertising is represented by a wide range of different formats and contains items such as text, images, video, and audio. Real-time bidding (also called RTB), refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Those auctions are often facilitated by ad exchanges or supply-side platforms (SSP).
The display ecosystem has developed from direct buying and selling into an increasingly complex environment with data now powering real-time bidding and selling. This video aims to demystify the display landscape.
To go further, see also this infography about the life of an online ad.
A few figures
- Facebook and Twitter are likely to take 33% of display ad spending marketshare by 2017
- Desktop display advertising has eclipsed search ad buying in 2014
- Mobile ad spending is expected to overtake display in 2015
The life of an ad