The acronym RTB (real-time bidding) was only known by 32 per cent of marketers asked by display marketing specialists Adform; despite predictions that the real-time bidding market is expected to be worth around £4 billion in ad spend by 2015 in the U. S. and major markets in Western Europe.
The poll of delegates at this year’s ad:tech London also found that only 26 per cent could identity DSP as demand-side platform, while only 18 per cent know what SSP (supply-side platform) was.
Gustav Mellentin, CEO at Adform said: “While online display advertising has recently been the subject of great growth, these figures show that the industry is at risk of isolating itself from the rest of the digital marketing industry. This is concerning, especially when you consider some of the fantastic advances that are coming out of the space. Display specialists need to ensure that acronyms don’t get in the way of accessible solutions that help achieve marketing goals and enable advertisers to run better campaigns.
“It’s not surprising that digital marketers would prefer to run campaigns through a single platform in years to come. However, the industry landscape continues to evolve with high numbers of vendors specialising in dynamic creative optimisation, re-targeting, exchange buying and campaign optimisation. One platform that can deliver all the above features in a user-friendly solution with one point of contact providing local support is surely a cleaner and more effective method for advertisers to achieve campaign goals.”