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

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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.

Now, a Forrester Consulting survey, commissioned by RTB market SpotXchange, says the market is on track to grow from $190 million to some $387 million this year, buoyed by the growing popularity of online video in general and the popularity of the video format among advertisers—it's harder to beat with an ad filter and harder to skip over or tune out than display ads.



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