ADOTAS – Brands, are you really ready for RTB, or are you just saying that so you sound cool? In a recent PubMatic survey of 640 online ad executives (71% on the buy side, 29% on the sell), 62% of advertisers reported using RTB in their digital ad campaigns.
The drag? Only 20% of publishers have opened up inventory for RTB.
However, pubs will be interested to hear that 74% of advertisers would increase their RTB budgets if they could buy directly from premium publishers through private marketplaces (which sounds a bit naughty…) that leveraged the technology. For example, Admeld has been setting up and operating private ad exchanges for the likes of The Weather Channel, IDG and a supergroup of print-based pubs.
“Advertisers and agencies were very clear about wanting the ability to buy RTB campaigns directly from premium publishers because they get a guaranteed brand safe environment with the targeting sophistication of RTB,” said Rajeev Goel, cofounder and CEO of PubMatic. “Private Marketplaces are changing the way that display advertising is purchased — the precision targeting of RTB coupled with the transparency of direct publisher sales will significantly increase the size of the display advertising market.”
In general, 97% of advertisers will employ audience targeting in their 2011 digital campaigns, while 47% said half their online ad budgets were going toward audience-targeted campaigns.