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.