We look forward to meeting you.

4Ps Marketing
Studio 16
8 Hornsey Street
London, N7 8EG
[email protected]

Phone: 0207 607 5650
Fax: 0207 900 3834

Online form

Please fill in your details below and one of the 4Ps team will be in touch in the next 24 hours.

The Growth of Real Time Bidding

February 1, 2013

The Growth of Real Time Bidding

RTB has become the most overused three-letter acronym in the online ad industry. I thought it would be good to take a look at the rise of ad exchanges and the impact they are having on the industry as a whole.

Worldwide Growth

Worldwide RTB-based spending is expected to grow to $13.9 billion in 2016 (Pubmatic, 2012). Further growth is predicted to come from RTB-based mobile ad sales and premium inventory sales. This growth will give hesitant advertisers more confidence in both the quality and quantity of the ad space they are buying, leading to adoption from across a huge variety of verticals and brands.

Regional Growth

12% of total display ad spend in Western Europe is now being done through RTB (IDC, 2012). The primary source of this growth has come through indirect ad sales. By the end of 2013, the majority of indirect sales in the United States will be RTB-based, with the United Kingdom, France, Germany, and Japan expected to follow soon thereafter. With such a complex ecosystem driving these indirect sales, it’s the challenge of SSP and DSP technology to make this ad spend work harder.

Impact on Publishers

The Rubicon Project carried out a survey in 2011, which revealed that 44% of publishers are now selling inventory via RTB. This figure is continuing to grow, but there is a certain amount of hesitation across the publisher industry. Publishers would be far happier to sell their inventory directly to the consumer or through an ad network, than an exchange and charge a premium on their ‘high value’ placements.

There has been much talk regarding the quality of publisher inventories, but having seen the availability of premium placements increase in recent months, I believe this is set to change. Advertisers have already started to notice this trend, and branding budgets are starting to appear at accelerated speed in ad exchanges.

Impact on Advertisers

With such an aggressive rate of growth forecast, early adopters who have seen improvements in performance display campaigns may now need to consider more innovative strategies. Simple economics will tell us that as demand grows, so will the price of inventory, and we have in fact seen this trend develop already. Quite understandably, advertisers will want to ensure that with the increased cost comes increased performance and to do this, they will need to improve their data strategies and DSP capabilities.

What Does This All Mean?

All this growth in such a complex market can become daunting for brands and marketing managers looking to take the leap into performance driven display. Here at 4Ps Marketing we have been working hard to develop our offering in line with technology and market expansion. Whether you are looking to get the most out of your media purchases by utilising audience data or simply looking for an efficient and results driven display option, RTB can still be the right route.

For more information or to speak to one of our performance campaign specialists, contact us through [email protected] or call on 0207 607 5650

« « Mobile Marketing 2013 – Media Integration | Website Re-launch: Using Screaming Frog » »
Written by
Luke Knight
Luke Knight
Head of Lifestyle
E: [email protected]
T: 0207 607 5657

Want to know more?

Digital Strategy

We will develop a bespoke digital strategy that is specifically tailored to your business objectives and what you want to achieve, according to your budget and timeframe.

Content Marketing

We can help you develop an integrated Content Marketing strategy that will achieve real business benefits. Our in-house content production team can help you produce targeted content designed around your customers in the form of editorial, video and infographics.


Our forward-thinking teams of experts will deliver bespoke SEO strategies to meet your specific business objectives. We will work with you to create an integrated digital strategy, using our knowledge and experience of specific industries to help you achieve success in the shortest possible time.


Combining both sector and PPC expertise, our teams blend strategy, technology, creativity and marketing to optimise your PPC campaigns in order to grow your business and achieve your goals. We take a structured approach to building your PPC campaigns, focusing on driving results while maintaining cost efficiency.

Social Media

Now a valued part of the marketing mix, Social Media Marketing enables direct engagement with your audiences and our teams can help you achieve measurable results by devising and implementing creative social campaigns aligned with your business goals.

Digital Advertising

We offer strategic advertising solutions to help you achieve brand awareness, consideration and conversions and loyalty and repurchase in order to meet your business objectives. Our digital advertising teams work closely with advertising networks and focus on device targeting strategies to reach your clients with effective advertising.

Digital PR

Our growing Digital PR team of experienced PR professionals use traditional online PR practices to seed high quality content on relevant sites, building bespoke mutually beneficial relationships with top tier, powerful and relevant sites.

Web Analytics

Through our deep understanding of web analytics and expertise with all the key market players, we offer auditing, setup, reporting and insight, optimisation/conversion rate optimisation and tailored analytics training to transform your digital marketing strategy.


We offer a range of consultancy services to help our clients facilitate results in a short space of time. Our skilled consulting team, made up of experienced digital specialists, will work closely with you during a period of engagement to devise bespoke strategies to meet your specific objectives.