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Meet the Biggest Advertisers in RTB

September 13, 2012

The real-time bidding digital ad market is expected to reach $1.6 billion in 2012, according to Parks Associates. But the RTB market is shrouded in mystery, split up among a half-dozen major players from Google's AdEx to Yahoo's Right Media and AppNexus.

Who are the biggest spenders? It's hard to know precisely, but in August data provided to Ad Age, publisher Rubicon Project is giving some clues. Rubicon, like Pubmatic and Google's Admeld, helps publishers maximize the value of their ad inventory, so it sees a big chunk of the ad market, and knows how much advertisers are bidding, and paying, for ads.

From the article, "Meet the Biggest Advertisers in RTB" by Jason Del Rey.

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Looking At The Auction Marketplace From Other Perspectives

In RTB, scale also means having the power to process data at rapid speed. From the time a request comes in, each bidder has 100 milliseconds to respond. In that time, a bidder has to locate the use...

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