NEW YORK: Real-time bidding (RTB) is set to take off in Russia but the market is being held back by a lack of data suppliers, according to industry players.
“Programmatic and RTB has really taken off in the last 18 months and everyone is talking about it,” Konstantin Kruglov, deputy CEO of Tinkoff Digital, an ad tech company, told AdExchanger.
Kruglov also suggested that Russian RTB was ahead of the German market in terms of adoption, “though still well behind the UK, US or the Netherlands”.
Anya Sverdlov, managing director of Actis Wunderman, agreed that there was increased interest in RTB following its introduction by a major network and the growing number of smaller Russian agencies with access to the technology. Read more