Real-Time Ad Spending Growing Faster Than Expected
Real time, automated digital ad buying is growing so fast, even the forecasts can’t keep up.
Revising its forecast up from earlier this year, eMarketer released a new report today predicting advertisers would spend more on real-time bidded (RTB) advertising in 2013 than originally estimated. The report put the total U.S. RTB spending in 2013 at $3.34 billion, up from the $3.32 billion eMarketer predicted in June. If the growth matches eMarketer’s expectations, RTB spending in the U.S. will increase by 73.9% over last year.
“The growth of ads bought using real-time bidding comes as more advertisers familiarize themselves with complex automated buying ecosystem, and seek to reach audiences through a more targeted, and — in some cases — cost-effective process,” said eMarketer in a statement accompanying the revised forecast.
