In February 2011, Google’s DoubleClick ad exchange did a Real-Time Display Advertising State of the Industry Survey with Digiday, which found that advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of the benefits of real-time bid (RTB) inventory acquisition technologies. To help buyers achieve the benefits they expect from RTB, Google published a new whitepaper that shares their view of real-time bidding for online display advertising. Based on research and primary interviews with Google’s RTB experts across our product, sales and services organizations, this survey provides a clear definition of what real-time bidding is and how buyers can get involved with it. Readers will find LucidMedia identified by Google at the forefront of this new technology in the free whitepaper here (PDF).
Tags: demand-side platform, DSP, Google, real-time bidding, rtb