AdMeld & Rubicon release reports on RTB market

AdMeld and the Rubicon Project have both released reports on the real-time bidding (RTB) market, entitled ‘RTB hits the mainstream’ and ‘the mechanics of RTB’ respectively (register your details via each link to download a free copy.)

AdMeld’s, produced in conjunction with Forrester Research, sizes up the US RTB market, saying it was worth $353 million in 2010, and projects the figure will more than double to $823 million in 2011.

AdMeld CEO Michael Barrett adds: "Over the past six months on our platform we’ve seen a four-time RTB spend increase in the UK and a 12-time RTB spend increase in Germany."

Rubicon's report covers:

• RTB 101 – the basic mechanics of real-time bidding
• The impact of RTB for publishers who include it as part of a holistic yield optimisation mix (400% increase in Q410 spend)
• The CPM effect: eCPMs on RTB-enabled inventory on average 143% greater than those paid by non-RTB buyers
• RTB and the end of media waste
• The lift factor: RTB-enabled sites saw 37% lift year over year, or 25% greater revenue lift on average than sites that did not include real-time bidding in their optimisation mix

The report was written by Mark McEachran, Product Manager of REVV Protected RTB at the Rubicon Project – find out more here.

AdMeld CEO Michael Barrett talks about its report here.

AdMeld and Rubicon are Associate Members of AOP.
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