Quick Hits: RTB Will Hit $6 Billion in Global Spend in 2015

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ADOTAS – According to a new report by IDC and PubMatic prepared in advance of the latter’s Fourth Annual Ad Revenue Conference, global spending through real-time bidding is forecast to hit $6 billion by 2015 — $5 billion of that will be from the U.S., a 71% growth over current spend as RTB accounts for 27% of display sales. In the U.K., that percentage will be 25%, with France at 21% (up from 4% currently) and Germany at 20% (also at 4%).

Speaking of reports, in its Global Search Advertising Spend Analysis for Q3 2011, independent search marketing agency Covario noticed an impressive rebound in paid search spend during the third quarter, up 26% quarter over quarter and 24% over the same period last year. Study author and Adotas contributor Craig Macdonald, Covario senior vice president and chief marketing officer, attributed the rebound to strong back-to-school spending and increased investment in the Asia-Pacific region.

Underdog Media announced that Jeff Hirsch is its new chief executive officer. Most recently Hirsch served as president of AudienceScience, but before that co-founded Fastclick and had multiple executive roles at ValueClick.

Exchange operator adBrite has added Rick Cotton as its chief revenue officer. A 20-year veteran of digital sales, Cotton was last seen holding down the senior vice president role at Monster.com while simultaneously serving as general manager of the FastWeb.com division. Before his Monster stint, Cotton served as general sales manager for CBS radio.

Former Gracenote President and CEO Craig Palmer will take the CEO’s chair at collaborative content network Wikia. Palmer has named Jennifer Betka senior vice president of marketing. Betka boasts experience developing brand and audience at AOL, Time Warner, Veoh, SIRIUS XM and The Los Angeles Times.

Guess who’s got two G in its name and still accounts for 65% to 66% of all searches (depending on who is counting)? comScore has search “rivals” (in the loosest meaning of the term) Yahoo! at 15.5% and Bing at 14.7% for September 2011, while Experian Hitwise puts them at 15.2% and 12.8%, respectively.

The legacy online portal world is a total soap opera: while Yahoo! cofounder and former CEO Jerry Yang is trying to raise the cash to take that company private, AOL CEO Tim Armstrong is apparently pushing AOL stockholders on selling the company to Yahoo!.

Virtual goods inventivizer Ifeelgoods has teamed up with Universal Pictures to promote caper comedy “Tower Heist” with a scavenger hunt for 1 million Facebook Credits. Facebook users receive Credits for discovering “Heist” buttons around the network and are incentivized for sharing the game on Facebook or inviting friends to play.

Social media dashboard HootSuite has acquired location-based marketing tool Geotoko. According to HootSuite’s blog, “The Geotoko technology reports on geo-based social media interactions like key influencers, customer sentiment, and demographic patterns to help businesses draw conclusions about audience behavior, as well as help brands reward customers for checking-in via Foursquare and Facebook Places.”

Digital video advertiser Brightroll has expanded into Germany, naming former FOX Networks executive Patrick Edlefsen as head of the just-opened Hamburg office.

Thanks to a new partnership, eBay will integrate Facebook’s Open Graph protocol into the X.commerce, Magento and GSI e-commerce platforms, allowing merchants to incorporate not just “Like” buttons, but also the new “Want” and “Own” buttons introduced with Open Graph tags.

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