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RTB Ad Spend Increased 141% In 2014; Mobile Key Part Of Growth

Date: April 1, 2015

Multichannel(s): Mobile Marketing, Real-Time Bidding

Added by: Mayra Ruiz-McPherson

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Global ad spend via real-time bidding (RTB) more than doubled from 2013 to 2014, rising 141%. The amount of inventory available for RTB trades rose as well, jumping 72% year-over-year.

Comparing Q1 2014 to Q4 2014, RTB marketers spent 291% more on mobile and 245% more on desktop.

The data comes from PulsePoint’s 2014 Programmatic Intelligence Report, which examines global data collected from its exchange over the course of the year. The data deals only with open RTB exchange inventory. Private marketplaces, “programmatic direct” and other methods of programmatic trading are not accounted for.

While the amount of global desktop inventory available on PulsePoint’s programmatic exchange grew at a rapid clip in 2014 — rising 80% year-over-year — mobile was the key driver. The amount of mobile inventory available for open RTB rose 159% last year, nearly double the rate of desktop inventory growth.

Source: Real Time Daily Blog via MediaPost

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