Given the dynamic real-time nature of political campaigns heading into their final lap, it’s not surprising that the RTB marketplace for political advertising is soaring, according to just released estimates from Rubicon Project’s third-quarter RTB Report.
The report found that RTB buys in the political advertising category soared 43.6% in the U.S. and 27.1% worldwide during the third quarter of vs. the second quarter of this year.
One indication why political campaigns are embracing RTB may be greater online advertising cost efficiencies. Between the second and third quarters, the average “eCPM” declined 5.1% in the U.S. and 5.4% worldwide for political advertisers.
Real-Time Bidding Of Political Ads Soars In U.S In Q3 Vs. Q2
Source: The Rubicon Project, Third Quarter 2012 RTB Report