Big differences are evident when it comes to the type of advertisers using RTB versus those marketers buying direct from a publisher.
At NBCsports.com, for example,
some 23% of all its advertising comes from real time buying systems; 43% from digital ad networks; and 33% direct advertising sales.
But there is big difference in the type of marketers.
Coming from direct sales there are major luxury brands like Lexus, Rolex, and Dewer’s. Then through RTB, a sampling of NBC Sports advertisers shows strict call-to-action advertisers such as
Lower My Bills, Nationwide Insurance, Comcast’s Xfinity, and Google Drive.
“There is a big dichotomy,” says Gabe Gottlieb, co-founder, chief executive officer of
YieldMetrics, at the OMMA RTB event.