©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Developments in real-time bidding and audience targeting
Real-time bidding, which heated up the display ad market in 2010, will continue to gain share in 2011 and become an increasingly significant force for advertisers, publishers and ad networks.
For this type of ad buy, marketers bid on impressions based on the site, the location of the ad, the number of impressions desired and any potential cookie data they can use for retargeting or other segmentation. Publishers “auction off” ad inventory in real time, automatically looking at the bids made by advertisers for various ad slots and which ad should be served based on the user currently visiting the page.