RTB And Mobile? Not Just Yet

  • 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 on March 18.

The mobile market is $4 billion right now and still growing -- but RTB activity is 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.

1 comment about "RTB And Mobile? Not Just Yet".
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  1. Rudhra Adhin from YD, March 19, 2013 at 9:12 a.m.

    Karsten Weide clearly does not have a clue about (mobile) RTB. What is says is 100% nonsense. There is a HUGE amount of supply. And the technology is not that different, if you already have RTB technology. It's based on standards like OpenRTB.

    Latency is not an issue at all for RTB, there is little difference compared to non-RTB inventory.

    There is soo much demand, all RTB inventory suppliers setting up worldwide salesteams to get more demand partners on their platforms.

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