How Satisfied Are Digital Marketing Execs with RTB Win Rates? - eMarketer
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How Satisfied Are Digital Marketing Execs with RTB Win Rates?

Generally, US programmatic digital display ad spending is rising

April 26, 2016 | Media Buying

Many digital marketing professionals worldwide say they feel very satisfied, or somewhat satisfied, with current real-time bidding (RTB) win rates, according to September research.

Level of Satisfaction with Real-Time Bidding (RTB) Win Rates Among Digital Marketing Professionals Worldwide, by Country/Region, Sep 2015 (% of respondents)

ExchangeWire and Equinix surveyed 129 digital marketing professionals worldwide.

In the US, 85% of respondents said they felt very satisfied, or somewhat satisfied, with their current RTB win rates, compared to 16% who said they were somewhat dissatisfied.

Similarly, digital marketing professionals in Asia-Pacific, Latin America and EMEA were not far behind in satisfaction sentiment as well.

Interestingly, while 3% of EMEA and 9% of Latin America respondents said they were very dissatisfied with current win rates, no respondents in the US and APAC said they felt that same way.

US Programmatic Digital Display Ad Spending, 2014-2017 (billions, % change and % of total digital display ad spending*)

Overall, US programmatic digital display ad spending is rising. In just two years, eMarketer estimates that nearly three in four display ad dollars in the country will be spent programmatically. As that growth persists, programmatic direct will continue to increase more quickly than real-time bidding, growing from 52.0% of all programmatic spending this year to 54.0% by 2017.

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