• by Laurie Sullivan  @lauriesullivan, July 19, 2011

Google has published a white paper on real-time bidding (RTB) that outlines what the strategy means for media buyers and how best to use it. The document explains RTB "as a workflow solution tied to new opportunities in data-driven display advertising."

It turns out 47% of advertisers and agencies who responded to a recent survey from Google and Digiday said they intend to spend more on digital advertising in 2011 because of the benefits gained from RTB.

Eighty eight percent of advertiser and agency said they plan to buy online display via RTB in 2011, up from 75% in 2010. And, among demand side platform (DSP) companies and ad networks, 29% expect their RTB volume will increase by 100% or more, compared with last year; 19% believe it will go up by at least 200%.