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Improve Digital: Real-Time Bidding (RTB) and mobile ad networks get a thumbs up from European online publishers
[March 30, 2010]

Improve Digital: Real-Time Bidding (RTB) and mobile ad networks get a thumbs up from European online publishers

Mar 30, 2010 (M2 PRESSWIRE via COMTEX) -- Over half (51.4 percent) of European publishers believe that Real Time Bidding (RTB) will increase the potential of their unsold inventory. This is a key finding of a survey undertaken by online advertising revenue specialist, Improve Digital (

In addition, the research revealed that 80 percent of European publishers think the number of active mobile display ad networks will increase over the next three years. In contrast, 42.5 percent forecast a decrease in the number of online equivalents. This finding reflects the AOP's 2010 Census which recently revealed that major publishers are significantly increasing their investment in mobile.

Improve Digital undertook its research among European publishers in conjunction with 'New rules of revenue: online advertising 2010', which it hosted with the Association of Online Publishers (AOP) in February. The event was attended by industry experts who explored current issues around revenue-generation in the fast-paced digital advertising sector.

Other key publisher opinion revealed by the survey includes: *22.5 percent do not feel that the difference between an ad exchange and ad network is clear *62.5 percent work with multiple ad networks to monetise their unsold inventory *55 percent did not agree that ad exchanges that enable agencies to book media directly with publishers will decrease the need for them to have large internal sales teams *37.5 percent think that publishers should start their own ad networks to take advantage of performance budgets *55 percent do not believe that exchanges will increase the prices for display adverts In addition, the publishers working with multiple ad networks, provided the following insight: *79.3 percent rank creative control as important or very important *79.3 percent say the sell-through of inventory is important or very important *75 percent believe it is very important to protect their premium sales *64.3 percent do not feel it is very important to have easy links to demand side platforms (DSPs) "It is encouraging to see the level of support already in evidence for RTB. It is still a new technology, but publishers are clearly finding that it is an effective way to increase their revenues," says Nic Peters, managing director of Improve Digital UK. "It will also be interesting to see how mobile develops as a channel in view of the increase in interest it is currently generating." In January this year, Improve Digital promoted a white paper on RTB. 'Understanding Real-Time Bidding (RTB) From the Publisher Perspective'is published by US partner, Pubmatic (, and is to download for free from here: RTB technology enables online advertisers to reach the right user, in the right place, at the right time, with initial results showing significant increases in click-through and conversion rates, which adds significant value to the publisher's offering. Pubmatic has offered RTB capabilities to publishers and ad networks in the US since early 2009. It is currently rolling out Version 3.0 of the product, which is also available in the UK and Europe via Improve Digital.

Note: Improve Digital's survey, which was undertaken between 23rd February and 15th March 2010, surveyed 40 premium online publishers.

About Improve Digital: Leading premium publishers from all over the world partner with Improve Digital's to increase revenues from ad networks and exchanges, balanced with their direct sales strategies. They protect their brand image and gain central insight and control. Its clients benefit from local presence, local market knowledge, and best-of-breed service. Improve Digital exclusively represents the PubMatic technology in Europe adding additional technologies, services and expertise. Improve Digital has offices in London, Amsterdam, Hamburg and Paris and is a member of the IAB and AOP.

CONTACT: Kate Alexander, for Improve Digital e-mail: Tel: +44 (0)20 8543 8481 Tel: +44 (0)7788 584 413 ((M2 Communications disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at on the world wide web. Inquiries to

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