4 key components of a private exchange

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMedia Vitals

Automated ad exchanges featuring real-time bidding (RTB)have proven to be a viable option for selling remnant inventory.Recent research from Econsultancy and the Rubicon Project found that 44% of publishers sell their online display advertising via RTB exchanges, which has resulted in a 20% lift in remnant display ad revenue.

Separate research conducted by IDC for PubMatic projects RTB ad spend to reach $6.5 billion by 2015 in the U.S., France, Germany and the United Kingdom. RTB spending as a percentage of all online ad spend in the United States will rise from 10% this year to 27% by 2015.

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