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

Marketers: Time To Go 'Over The Top' With Video?

New investments in OTT and recent consolidations in the space seem to show that OTT technology is here to stay. In fact, new research from Parks Associates here shows that OTT video adoption is inc...

Streaming Media Device Use In Broadband Homes Hits 20%

Although initially a hot seller, Google Chromecast usage has cooled somewhat -- partly because of a hotly competitive market overall for Internet-connected TV devices. Parks Associates says new...

Chromecast Popular, Not Often Used

Easy to use and relatively inexpensive, Google’s Chromecast streaming media device caught on quickly with consumers, but it doesn’t hold much staying power when it comes to consistent usage. Ac...

Chromecast, Cheap, Efficient And Now Challenged

So, from what it appears, or at least as it’s written, the early adoption of Chromecast by American consumers has now cooled significantly, or at least that’s the word from Parks Associates in a wi...