• by Wayne Friedman , Staff Writer, March 18, 2013

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.