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EMarketer expects spending on real-time bidding to nearly double this year. In fact, the share of brands that buy their display ads via a programmatic pipeline of ad tech firms versus direct relationships with publishers will make up 13 percent of U.S. display spending in 2013, the research firm projected. Supply-side platform Rubicon Project has an idea on who’s driving the shift.
Every day, the ad tech firm—which programmatically brokers display buys between brands and publishers—sees more than 6 billion ad impressions and 350 billion bids placed among comScore’s top 500 publishers, and in October, AT&T was the top U.S.