Display ads make up bulk of available inventory
Real-time bidding is helping to propel the online ad market, as publishers and advertisers find more efficient ways to monetize inventory. But there may be a long way to go before media buyers and publishers are making the most of those efficiencies.
Less a third of US publishers (31%) offered media buyers the possibility of real-time bidding on their ad inventory in 2010, according to December research from real-time media management platform DataXu and DIGIDAY. That’s set to increase to 43.7% of publishers next year, but according to the report, they “still see it as a remnant resource.”
Publishers expect only 25.1% of all inventory to be available through real-time bidding this year. Display ads are most commonly put on the auction block, followed by rich media.