While less than one-third of Web publishers offered real-time bidding on their ad inventory last year, about 44% of publishers will offer it this year, according to a recent report from eMarketer.
The report underscores the growth in this sector of the digital ad business that started to take off last year, bolstered by venture investments in real-time platforms like AdMeld as well as Google’s purchase of real-time system Invite Media. For more details on how real-time bidding works and why it’s hot, check out this week’s New Media Minute.
Editor’s note: Daisy’s NMM is produced and sponsored separately from Beet.TV. We are delighted to publish it regularly. AP