Survey reveals potential of real-time bidding

Improve Digital has released research that reveals 51.4 per cent of European publishers believe that real-time bidding will increase the potential of their unsold inventory.

In addition, the survey revealed that 80 per cent of European publishers think the number of active mobile display ad networks will increase over the next three years.

In contrast, 42.5 per cent forecast a decrease in the number of online equivalents.

This finding reflects the AOP's 2010 Census, which recently revealed that major publishers are significantly increasing their investment in mobile.

According to the survey, 22.5 per cent of European publishers do not feel that the difference between an ad exchange and an ad network is clear.

In addition, 62.5 per cent work with multiple ad networks to monetise their unsold inventory; 55 per cent did not agree that ad exchanges that enable agencies to book media directly with publishers will decrease the need for them to have large internal sales teams; 37.5 per cent think that publishers should start their own ad networks to take advantage of performance budgets; and 55 per cent do not believe that exchanges will increase the prices for display adverts.

According to the publishers working with multiple ad networks: 79.3 per cent rank creative control as important or very important; 79.3 per cent say the sell-through of inventory is important or very important; 75 per cent believe it is very important to protect their premium sales; and 64.3 per cent do not feel it is very important to have easy links to demand side platforms (DSPs).

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