Putting that in 2012 dollars, global RTB spending was $2.7 billion; by 2017, RTB will attract $20.8 billion in media expenditures; the United States will account for $14.7 billion within the next three years.
Other countries to watch are China -- which is relatively nonexistent on the RTB meter right now, but is expected to rise quickly -- and Australia, a country experiencing strong growth, largely due to its consistently strong display market and tight relationships between big multiplatform publishers and global agencies.
If China is two to four years behind the US in wide adoption of RTB media sales, Latin America is even further back. Despite the advertising gains in countries like Brazil, RTB is not expected to be more than blip for most of the next several years.
"The vast majority of the spending is happening in the US, naturally," Weide said. "Most other markets are considerably more conservative than the US when it comes to RTB and programmatic. But China, as it addresses its infrastructure and networking issues, will rise quickly. The ideal time frame for a bid is 30 milliseconds and China's networks are too slow. Australia is well advanced when it comes to RTB, but its market is small so not a whole lot of spending there."
Video will be a minor contributor on overall revenue because there isn't enough inventory to go around. The inventory that is available is being sold direct.
While private marketplaces are generally viewed as a way for publishers to minimize the impact on traditional direct sales while maximizing the efficiency of programmatic, Weide said the use of these tools will remain "minimal."
The reason is that exchanges thrive on liquidity and volume. A private marketplace, by definition, artificially reduces that liquidity. "What they will continue to do is allow publishers to stick their toes into the water, without being afraid to drown," Weide said.
Ultimately, agencies want RTB because it is fast, clear and effective. "As such, publishers will embrace RTB for their survival, and they'll simply need less people to handle it," he said.