Performance-based pricing models are still the most popular, while the hybrid model has decreased, with only 2.1% of revenues priced with a hybrid model, down from 4.2% in 2011. Impression-based models, CPMs, rose to 32% of revenues priced, up from 31.3% in 2011. Performance-based metrics also rose to 65.9% of revenues priced, up from 64.6% in 2011.
RTB continues to gain traction across channels, says Linda Gridley, President and CEO of Gridley & Company, in her forward-looking segment of the presentation, as the technology and transparency will help advertisers become more efficient in their buying. Gridley highlights data from eMarketer and Forrester Research and SpotXchange regarding that aspect of online advertising.