RTB: A need for new metrics.
Real Time Bidding is growing fast. Though it is only around an $800 million business, by estimates -- 0.5% of all U.S. advertising spending -- it is poised to climb fast.
And in that regard, Ben Fox, executive vp of Adconion Media Group, in speaking at OMMA's RTB event, says there'll need to be better numbers to keep pace with that growth.
He estimates marketers will look at the likes of metrics including "queries per second," "first impression win rate," and "performance by impression."
WAYNE FRIEDMAN
Wayne Friedman is West Coast Editor of MediaPost.
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