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% from direct advertising sales.
There is also a big difference in the type of marketers. Coming from direct sales there are major luxury brands like Lexus, Rolex, and Dewar’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.