Advertising Automation Goes Well Beyond RTB

I spent a few days in New York last week with members of the press and industry influencers and realized that RTB is getting a lot of attention. But RTB isn’t the only thing that matters when it comes to advertising automation. There’s also static bids, programmatic guaranteed, and direct order automation. RTB is less than half of the total automated advertising market.

When you look at static bids, for example, there’s $5 billion to $7 billion of ad spending that goes through ad networks. $3 billion goes into RTB.

The industry needs to address all four of these areas. At Rubicon Project, we pioneered automation and our technology platform supports all four. This gives buyers and sellers full capability to access all inventory and automation efforts.

As I said, there’s a lot more to advertising automation than RTB. RTB is just a protocol – like http is a protocol for the Web; it’s not a market – just like e-commerce sites are not an http company.