Mobile And Social Formats Steal RTB Share From 'Big 3' Ad Units
by Beth Goodbaum
During Q1, Accordant Media bid on display, social, mobile and video display ad impressions across 900,000 sites. It found overall volume of RTB ad inventory increased 31% sequentially, and 5% year-over-year.
Notably, CPM price increases in North America are outpacing supply growth.
“That is a really healthy sign for the marketplace, and it shows that there’s a broad based demand for programmatic media buying,” said Muldoon. “I think that’s also echoed by the growth of the numbers of participants in auction: more buyers bidding on media and that’s contributing to the stronger base of demand.”
The report also highlights how in Q1, auction volume in the US expanded only slightly vs. Q4, but demand drove prices up by 16% overall.