Real-time ad bidding market surges

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New York—The market for programmatic ad buying via exchanges, also known as real-time bidding, is accelerating rapidly. Accordant Media's “Real-time Media Buying: Q1 Market Pulse” report found that the first-quarter global marketplace for real-time bidding—serving up a winning bidder's targeted display ad within milliseconds—grew 98% just since the fourth quarter of 2012, and 184% year-over-year. Because of the volume of such ads, the average cost per thousand impressions (CPM) was 21% lower in the first quarter of this year compared with the same period a year earlier. Prices paid in Q1 also were down 21% off the seasonally strong fourth quarter holiday season, the study found.
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