Last spring at MediaPost’s OMMA RTB conference, IDC analyst Karsten Weide once again bemoaned why RTB in mobile still wasn’t a ready-for-primetime-player.
Even as the largest load of ad inventory since the dawn of social media is just waiting to fill ad exchanges amidst the migration of all things digital to mobile, skeptics contend that the fundamentals of mobile RTB and demand-side technologies are still absent.
So…. are they right?
Yes, a fair argument can be made that mobile RTB platforms have historically been short of the supply and demand – not to mention speed – that made their desktop equivalents so effectual. But it’s important not to confuse the past with the future.
In fact, the only reason so many advertisers haven’t yet embraced mobile RTB is because the technology remains too convoluted and cumbersome. It has nothing to do with faith in the ultimate potential of mobile RTB.
Despite the perpetually professed concerns from industry watchers that mobile RTB’s time hasn’t yet come, those who have taken a leap of faith and continue working toward the evolution of mobile RTB have much to show for it already.
“Mobile RTB achieves hyper-growth rates worldwide. Real-time bidding on desktop moved fast within three years, but mobile has shown tremendous revenue uplifts within 18 months across all regions,” says Ragner Kruse, CEO of Smaato. “We see more brand advertisers shifting their marketing budgets into RTB platforms everyday.”
“Mobile RTB has finally arrived,” Kruse continued.