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Infographic: RTB vs TV SuperBowl 2015

High-Frequency Traders Turn to the Online Ad Market

A New Addition to the C-Suite: Chief Programmatic Officer

The next big ad-tech disruption: Not RTB ... and maybe not even Google or Facebook

<p><a target='_blank' href=''><img src='' class='alignleft' style='width: 100%'/></a></p><p>Nanigans CEO Ric Calvillo talks to a lot of ad-tech analysts. Every time he asks them what the biggest disruption in the advertising technology space is, they say RTB, or real-time bidding.</p><p>But that’s actually much smaller than another, much bigger phenomenon, one that potentially threatens the entire ad industry.</p><p><br>“RTB is only $4-5 billion,” says Calvillo, referring to the exchanges that sell millions of ads per minute in hyper-efficient automated bidding mini-wars for real-time ad delivery via the web or mobile apps. “The online global ad market is about $100 billion … and between Google, Doubleclick, YouTube, and Facebook, direct-to-client ad sales via self-serve total about $20 billion.”</p><p><br></p><p>“So 20 percent of the market has been sucked out of the ecosystem.”</p><p><br></p><p>The ecosystem Calvillo is talking about, of course, is the ad-reselling ecosystem, which is increasingly occupied by a sometimes-bewildering mix of third parties that are middle-men between advertisers and publishers: supply-side networks, demand-side networks, ad resellers, real-time exchanges, and hundreds of specialist companies occupying dozens of niches in the big market of creating demand and selling stuff.</p><p>Source: <a target='_blank' href=''></a></p>

Real-Time Media Buying: Advertise online in a smarter and more efficient way

Most Marketers Don’t Understand Automated Ad Buying

10 Questions to ask your prospective Real-Time Bidding Agency

Advertisers Continue Rapid Adoption of Programmatic Buying

RTB and Rich Media: A Winning Combination