2014-03-05 09:19:04 - Global Real-time Bidding-based Ad Display Market 2012-2016 - a new market research report on companiesandmarkets.com
The Global Real-time Bidding-based Ad Display market is to grow at a CAGR of 43.8 percent over the period 2012-2016. One of the key factors contributing to this market growth is the need for improved return on investment. The Global Real-time Bidding-based Ad Display market has also been witnessing increasing demand for RTB-based direct display ad sales. However, data leakage issues could pose a challenge to the growth of this market.
Increasing demand for RTB-based direct display ad sales is one of the emerging trends in the Global Real-time Bidding-based Ad Display market. Several marketers demand access to a premium audience and therefore demand direct deals, where there is no requirement for advertising platforms to act as mediators. Currently, the direct
share of the Display Ad segment in the Global RTB-based Ad Display market is very small, but the convenience of bidding is driving its popularity at a rapid pace. Using this method, marketers can deal directly with publishers and negotiate accordingly on their bidding inventory. This allows them to better attract their target audience. Moreover, publishers can gain control over the decision-making process regarding the placement of ads, unlike in traditional RTB-based advertising where the advertising platforms and networks are the decision makers.
The need for improved return on investment is one of the major drivers in the Global Real-time Bidding-based Ad Display market. Both publishers and advertisers benefit from RTB-based advertising. On the one hand, publishers can improve the number of visitors to their website and therefore have the opportunity of improving sales. On the other hand, advertisers can use RTB display ads as a means to improve the efficiency of marketing campaigns by targeting visitors that fit their customer profile in the best possible way. This increases the overall return on advertising spend. Therefore, RTB helps publishers, advertisers, and advertising agencies in maximizing their marketing return on investment.
The key vendors dominating this space are AppNexus Inc., Google Inc., PubMatic Inc., and Rubicon Project. The other vendors mentioned in the report are Yahoo Right Media Exchange, OpenX Market, and Index Platform by Casale Media.
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