Are there any publisher benefits? For example, could real‐time bidding turn remnant into premium inventory?
There are tremendous publisher benefits. In addition to the improved user experience I mentioned earlier, publishers will see increased revenue per ad (higher eCPM). Each ad buyer has access to proprietary data about the web site and the user on the web site, and real time bidding allows the buyer to pay up to the full value of that impression. At PubMatic, we’ve seen publisher eCPMs increase by anywhere from 10% to 40% when they participate in PubMatic’s real time bidding program. As more and more advertisers buy on a real time basis, I expect this benefit to expand significantly. This is the main reason why it’s extremely important for publishers, when evaluating optimization solutions, to look for one with the ability to provide them with real time bidding capabilities. If they don’t, they are compromising their visitors’ web experience and leaving money on the table. How long before real‐time bidding and spot market “buys” achieve scale in the online display ad marketplace? The rea
