Demystifying Real-Time Bidding

Demystifying Real-Time Bidding PR Newswire LONDON, August 15, 2012 LONDON, August 15, 2012 /PRNewswire/ -- RTB, DSP, SSP… WFT? It's crucial you know your RTBs from your DSPs. Discover why real-time bidding is so important and also, very simple, to understand. ad:tech London is launching its first ever Real Time Summit aimed at advertisers, agencies and publishers who need to know more about this rapidly growing sector. Real-time bidding, or RTB, has been big news in the US for a while now. Back in 2011, eBay International director of internet marketing, Daphne Sacco predicted: "It is early days, but RTB is going to be as big an initiative in Europe as it is in the US, where we are seeing triple-digit increases in our ROI." And she was right. According to a recent study by International Data Corporation (IDC) the UK RTB growth until 2015 will outstrip US, France and Germany. By 2015 RTB-based spending will stand for 27 per cent in the United States (up from 10 per cent in 2011), 25 per cent in the UK (up from 6 per cent), 21 per cent in France (up from 4 per cent) and 20 per cent in Germany (up from 4 per cent). Total spending on RTB in the US will reach $5.1 billion and $680m for the UK. This ain't chump change. Getting past the jargon So what is RTB? In a nutshell: it allows brands to bid for individual online users' ad impressions in real time and pay what they want.