Australia’s big banks are among the biggest real-time bidding advertisers in the country, a report reveals.
Data from Rubicon Project’s REVV – a global buying and selling platform – showed the Commonwealth Bank was the top investor in RTB advertising, but ANZ, NAB, Bankwest and ING Direct all made it into the top 10.
They were joined by Hyundai, Gumtree, Kia, Reckitt Benckiser and Tiger Airways.
But in terms of revenue from RTB, news sites top the table, while shopping platforms see the most effective cost-per-thousand revenue (eCPM).
Adele Hanzlicek, Account Director APAC, Rubicon Project, said: “The stronger eCPMs recorded are a direct indication of the rise of programmatic trading, signifying increased competition in the marketplace.”
“The large, quality sites coming into the REVV marketplace are helping to stimulate strong growth in demand across the platform and I feel that we are now on the cusp of a significant shift towards programmatic.”