Real-Time Bidding 13% of Display Ad Spending

http://www.mediapost.com/publications/article/187285/real-time-bidding-soars-display-ads-to-hit-15-bi.html#axzz2CJvLg9k6

To the dismay of resistant publishers and marketers, real-time bidding will account for 13% of all U.S. display ad spending this year -- more than tripling since 2010.

That’s according to new estimates from eMarketer, which only expects RTB to gain momentum in the coming years as more media buyers and publishers warm to its efficiencies.

This year, the overall U.S. display ad market will grow 21.5% to $15 billion from $12.3 billion in 2011, eMarketer projected in September. Growth in RTB display ad spending, by comparison, is expected to reach 98% in 2012.