The explosive growth in Internet and Mobile segment has charged marketers and advertisers towards digital contents. Consequently, the adoption of Digital Ads are all time high in recent years. In US alone, Online Ad market is expected to surpass Print media first time ever in 2012 only to reach $62 billion by 2016. However, the growth and market size is also heading towards tough competition due to emergence of thousands of online publishers each day.
So, how could a publisher ensure to monetize his maximum inventory with best possible price? The new RTB (Real Time Bidding) holds the key !
RTB (Real Time Bidding) – Filters the Best for Publishers
I assume that most of the publishers are aware about the RTB system. However, for those who still find themselves in aliens’ land in respect to RTB, its real time bidding system that allows publishers to display only those ads which hold the maximum eCPM beating rest all ads available for publishers. This becomes more effective when a huge demand of any Publisher’s inventory attends only few available ad zones to sell on Publisher’s site.
RTB Is Thriving: And Publishers Must Adopt It
A recent report from Index Platform – a digital advertising technology provider – has unveiled that Publishers and Advertisers across the America is leaning towards RTB system. Around 30.2% increase was reported in the adoption of RTB by national advertisers, while 50% increase was recorded in the local business using RTB system in North America.
The effect of RTB is no more restricted to online sites; mobile websites and mobile Apps are aggressively opting RTB to improve their revenue share. With the success and acceptance of bigger screen size of Smartphone and Tablets, mobile ad market is also expanding periodically.
Another company MoPub – a mobile ad server and exchange service provider – reported that RTB is resulting into higher ad revenue for publishers from iOS devices compare to Android. While average RTB price on iOS devices (Smartphone and Tablet) for mobile ad remained $0.72, Google’s Android managed to record only $0.43 – a clear difference of around 65% making iOS devices more lovable for publishers in RTB space.
Due to high penetration of internet across the globe, online advertising space is slowly becoming crowded which is generating the need of selective-approach among publishers. However, geographical and vertical advertising approach demands for publishers which can accommodate greatest number of ads in their traffic inventory.
Advertisers are becoming cost conscious and intense competition in online publishing space is squeezing the profit margin between eCPM and online property maintenance cost. This has triggered a demand to optimize the inventory for publishers and, based upon above report, it’s quite justified that a perfect blend of RTB with focused approach on iOS devices could turn out into the higher Ad revenue fishing out low-cost ads and advertising networks.