Why Is Real-Time Bidding So Hot?

Jan 27, 2011 3:15pm

One of the hottest areas in the digital advertising business is real-time bidding — a way for advertisers to settle on the price they'll pay for online ads.  It’s poised for more growth this year, according to several new studies. 

While fewer than one-third of Web publishers offered real-time bidding on their ad inventory last year, about 44 percent of Web publishers will do so this year, according to a recent report from eMarketer. For more details on who's putting money into this new sector and why, check out this week's New Media Minute.

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