Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. The study also dives into how publishers are using private marketplaces. At the Beet.TV retreat earlier this year, Forrester analyst Joanna O’Connell sat down with Shehan for a deep dive discussion on the ecosystem of real-time buying and private marketplaces.
In the last 18 months, SpotXchange has grown from zero to about 40% of all its impressions in the real-time bidding variety, says Mike Shehan, CEO of SpotXchange in this video interview. He adds that SpotXchange works with about 50 buyers for real-time bidding including DSPs and agency trading desks. “With programmatic, you’ve automated everything — the connections, the RFP process, the reports, the billing, the delivery.”
-Daisy Whitney
