According to IDC, worldwide RTB advertising spending is forecasted to surpass $13 billion by 2016. Figures for the mobile RTB market are a bit more murky, especially when applied singularly to the app economy. Among the stats that seem to point to the viability of a mobile RTB market, earlier this year, Adfonic claimed that mobile CTRs and eCPMs were much higher for RTB, compared to non-RTB metrics: 48% and 64% higher, respectively.
Considering the growth of mobile usage, it's only a matter of time before mobile RTB itself becomes a substantial contributor to the wider online ad world. By methodically building a set of products until the mobile RTB moment fully arrives, Flurry believes it will be better able to fend off larger latecomers.
In addition to AppSpot, which represents 1,000 long-tail and large publishers, Flurry Marketplace will connect with the San Francisco company's ad network, Flurry AppCircle. The products were all formed in-house, with Flurry devoting two years to Marketplace.
"Look, it took almost 15-, 18 years for online to get scale and we're still at the point where no one gets fired for buying TV," Khalaf said. "Mobile is becoming interesting. But in order to achieve anything, you have enough infrastructure to make it interesting. Mobile is not like the web. Consumer packaged goods can impact consumers while they're in the shopping aisle. There's so much more you can do with performance marketing than you can on the web. It's clear that mobile will be as effective as search and as scalable as TV And it won't take 15 more years."