Providing market intelligence for more than 35 years

In The News

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 user the impression is for, determine the value of an impression by this user of one or more campaigns, and finally place the bid and record all the needed information. What this means is that each bidder request operates between three and four times faster than the blink of an eye, and about half as fast as the time it take for the human brain to recognize a face. Talk about speed!

When you look at RTB numbers compared to tangible stats, you can begin to understand where we stand as an industry. Parks Associates recently reported that RTB technology will support roughly 50% of the display ad volume in North America in five years. In addition, by 2015, eMarketer predicts that RTB will account for 25% of display ad spending. The fact is that RTB's growth, scale and speed have accelerated rapidly, especially when you consider that it was introduced just after 2001.We have already come a long way, and this industry will only continue to become more scalable as better infrastructure is produced and key lessons from the world of programmatic media buying are refined.

From the article, "Looking At The Auction Marketplace From Other Perspectives"by Gus Spathis.

Previously In The News

Mobile Wallets & Passing 100 Million Users

Twenty percent of all smartphone owners already used at least one mobile location service or mobile wallet in 2013, according to the Parks Associates study Transforming Commerce: Mobile Wallets and...

A Mini Trend For Short Shorts

Indeed it’s just as likely that the new “MTPE” exists so that NBC can point to some forward momentum for the show, which is now meandering on Sunday morning in the Nielsens. But for a brand like NB...

Ultra HDTV Growth Should Soar In A Decade

Ultra HDTV sets are steadily growing -- but they won’t reach a dominant majority of U.S. TV homes that currently have HDTV for another decade. Market researcher Parks Associates says by 2024 to...

Over The Top Services Outpace Pay TV

According to a recent Parks Associates survey, reported by Joseph Palenchar, a total of 57% of U.S. broadband households subscribe to an over-the-top (OTT) video service (streaming of video content...