When will real-time media buying move into mobile?
"Maybe around year or so," says Karsten Weide, program VP, IDC, at the OMMA RTB event in San Francisco.
The mobile market is $4 billion right now and still growing -- but RTB activity slow. There are different platforms and the technology is different, says Weide. There are also latency issues -- that is, the slow distribution of signals where mobile resides.
Also, Weide says : "There is a not enough demand and not enough supply." All this is worse in video, he says.