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.

Tags: politics
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