Forrester Study Finds Huge Move to Real-Time Bidding for Streaming Pre-Roll Inventory

RTB video projected to hit $387 million in 2012 and account for 15 percent of all online ad spending

Real-time bidding—think eBay for advertisements—has been a popular way to buy display ad inventory for quite a while. Mostly, that means banner ads across a huge range of sites, and the ad sellers are who you'd expect—Google, Yahoo, etc. Publishers looking to advertise would frequently go to online auctions as a last resort, looking to get back a fraction of their asking price—say, $4 on an ad that would originally have cost the buyer $15.