The Trough of RTB Disillusionment

What are the real and current benefits of Real Time Bidding (RTB) to the advertiser?

Read OPS Market’s Keynote speaker Martin Kelly’s assessment of the current state of the RTB market and get his insight into where he sees the direction of the market in 2012.

"Martin Kelly is the co-founder and Managing Partner at Infectious Media. Here he discusses the RTB hype cycle and why the nascent media buying methodology is currently languishing in the trough of disillusionment.

2011 was the year RTB hit the mainstream marketing press as agency groups bought in to the concept wholesale. Spend is pouring into the real-time space with predictions for 2012 ranging from 10% to 20% of all online display (which is an incredible adoption rate for a technology just three years old). But, when you ask what the real benefits of RTB are there tends to be a scratching of heads. Impression level bidding, terabytes of data…what does it actually mean for advertisers?...."