The supply of media impressions available through real-time media-buying exchanges surged 32% worldwide during the third quarter of 2013 (vs. the same quarter a year ago), according to the
just-released “Real-Time Media Buying Market Pulse” from independent trading desk Accordant Media.
While the supply of exchange-based impressions grew at a more moderate rate in North
America, rising only 9% vs. the third quarter of 2012, that likely reflects the fact that North America is a more mature and developed real-time trading marketplace than developing media markets
around the world.
Nonetheless, demand failed to keep pace with expanding supply, and the average cost of buying impressions through exchanges declined 41% in North American markets during the
third quarter.
The report also includes Accordant's first-ever analysis of the impact of so-called “bot-net traffic” on the real-time bidding marketplace, which are impressions
generated not by actual online users, but by machines. Working with online ad verification company White Ops Media, Accordant found that the RTB marketplace contains as much as 10.3% “fraudulent
traffic,” or non-human audience impressions attributed to machines.
Accordant said that utilizing active monitoring and “blacklisting” sites enabling bots can “cut down
on fraud nearly 85%.”
“The programmatic industry is shifting towards an emphasis on quality of media and breadth of marketing solutions,” stated Accordant Co Founder-CEO Art
Muldoon, estimating that the marketplace now generates 50 billion ad impressions daily, and that advertisers are “understandably concerned about the quality of media where their ads
appear.”
“This quarter, through controlled testing environments with White Ops Media, we found randomly sampled run-of-exchange inventory to contain just over 10% suspicious
activity,” he explained.
Source: Accordant Media's "Real Time Media Buying Market Pulse"