Report: Advertisers to Double Real-Time Bidding Spend in 2011

ClickZ, 2/10/11

Advertisers spent over $350 million on real-time bidded inventory in the U.S. last year, but investment in the emerging practice will more than double in 2011 to reach $823 million, representing 8 percent of online display ad spend, according to Forrester research.

Commissioned by RTB platform provider Admeld, the market researcher issued a report today titled RTB Hits The Mainstream, which suggests 2011 will be a “banner year” for real time exchange-based buying following its “coming of age” in 2010.

The report predicts further growth in investment will be driven by increased participation from premium publishers, whose inventory is in increasing demand from media buyers. “Agencies and clients tell us that they’re looking to build bigger, deeper relationships with fewer partners,” it posits.

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