Real-Time With Mitt Romney, Challenger Beats Obama In RTB Market Share
If the U.S. presidential election were determined on the basis of the real-time bidding volume of each candidate’s campaign, Mitt Romney would be the winner. Romney’s campaign dominated the RTB marketplace during the third quarter of 2012, according to Rubicon Project’s just-released RTB report.
According to the report, Romney dominated Obama by a margin of seven percentage points of total RTB political category spending. Obama's campaign actually trailed a U.S. government campaign on child abuse by nearly as much of a margin.
Both candidates' campaigns more than doubled their RTB spending in the third quarter versus the second quarter.
Overall, the political category was one of the fastest-growing during the third quarter, with total volume growing 43.6% from the second quarter of the year, and eCPMs declining 5.1% during the same period.
Top 10 Political RTB Advertisers During Q3
| Advertisers | % Spend | % Change |
| 1. Romney for President | 19% | +1137% |
| 2. US_Child Abuse | 18% | NA |
| 3. Barack Obama | 12% | +108% |
| 4. US Department of Health & Human Services | 11% | NA |
| 5. National Guard | 4% | NA |
| 6. Americans for Prosperity | 4% | +779% |
| 7. US Department of Homeland Security | 4% | +1355% |
| 8. United States House of Representatives | 2% | -8% |
| 9. Restore Our Future | 2% | +102% |
| 10. American Crossroads | 2% | NA |
Source: Rubicon Project. NA = Not available.
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