PubMatic, a "sell-side" platform for publishers interested in monetizing through direct ad sales, released the results of a study showing that "real-time bidding" (RTB) campaigns sold directly by publishers are in very high demand. Finding from the study include:
- Audience Targeting continues to grow: 97% of advertisers will leverage anonymous audience targeting in 2011, and 47% will have more than half of their online advertising budgets dedicated to campaigns that include audience targeting with user level attributes
- Demand for RTB is greater than the supply: Only 20% of publishers have opened up inventory to RTB, while 62% of advertisers have leveraged RTB for their campaigns
"Advertisers and agencies were very clear about wanting the ability to buy RTB campaigns directly from premium publishers because they get a guaranteed brand safe environment with the targeting sophistication of RTB," said Rajeev Goel, Co-Founder and CEO of PubMatic. "Private Marketplaces are changing the way that display advertising is purchased - the precision targeting of RTB coupled with the transparency of direct publisher sales will significantly increase the size of the display advertising market."