European advertisers spent 366% more on ads delivered via real-time bidding (RTB) in 2013 than in 2012. In Q4, advertisers spent 32% more than in Q3. The data comes from Adform’s RTB Trend Report Europe Q4.
Adform notes in the report that “publishers are offering greater amounts of Rich Media inventory” via ad exchanges, and the company believes this will entice brands to use RTB for campaigns more often.
Perhaps publishers are offering more inventory via exchanges because the CPMs continue to increase. According to the report, publishers saw a 15% jump in CPMs from Q3 to Q4 and a 67% jump on the year as a whole.
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