Display advertising spending based on real-time bidding (RTB) continues to grow
rapidly both in the United States and worldwide. RTB spending expands faster than
any other segment of the digital advertising industry including hot areas such as
mobile, video, or social advertising. This is due to the financial benefits brought upon
by RTB's integration, automation, and optimization of the display ad value chain:
publishers save money and increase inventory yield, agencies increase their return
on advertising spend (ROAS), and both improve profitability.