If you are in advertising, you probably already know that digital ad revenue grew in the last year. According to the Interactive Advertising Bureau (IAB), it grew by 22% in 2016, to reach $75.2 billion. But what you might not know is that the shift to mobile and advertising’s influence on mobile buying trends go hand in hand.
Shift to Mobile
Not only has the amount of time spent online increased in the mobile category, it accounts for 1 trillion mobile minutes in 2016 and has the largest share of online traffic over desktop and tablet (68%). And the ad dollars are trying to keep up. In 2016 alone, more than half of digital ad revenue came from mobile.
OpenRTB Device and Programmatic Growth
This is why more agencies and advertising firms are adopting an Open Real-Time Bidding (RTB) exchange to part of their advertising mix. This year RTB is expected to account for 29% of the digital mix (source: eMarketer March 2013) and programmatic advertising accounts for more than two-thirds of U.S. digital display ads. Read More…