Using data aggregated from a variety of exchanges, programmatic video ad buying platform TubeMogul discovered that RTB video in the U.S. was at an all-time high last month. They discovered that in-stream video ads available for RTB averaged over one billion streams per day in the U.S.
This new data was stacked up against display inventory, which, while still ahead of RTB, is shrinking. The video ads available for RTB are growing at just under 18% per month, while the display inventory is shrinking about 8% per month.
This data is in-line with many people’s predictions that RTB has a huge future in online video. It future is even more promising if the industry can agree on (or even find) and accurate, consistent form of measurement.
While it shouldn’t be all that surprising that online video RTB ad inventory is growing at 18% per month, it’s definitely good news for the industry. However, without quality targeting and measurement standards, nobody will be able to take advantage of the ever-growing possibilities.
Hopefully, the rapid growth of available space will force smarter decisions. If the ads can’t keep up with what the people are doing, there is a ton of wasted opportunity. By the looks of it, ad space available for RTB in video isn’t going anywhere anytime soon.