Google White Paper : Benefits of Real-Time Bidding

In under two years, the industry has witnessed explosive growth in real-time bidding (RTB). Many advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of its benefits. At Google, we believe that the overall display advertising pie can get even bigger and see real-time bidding as one of the technologies that can help get us there.



To help buyers benefit from it, we’ve published a white paper that shares our view of real-time bidding for online display advertising. Based on research and primary interviews with Google’s RTB experts across our product, sales and services organizations, this paper provides a clear definition of what it is and how buyers can get involved.



Whether you are a large or small advertiser, an agency or a trading desk or a media buying intermediary, Google would like to help you succeed with real-time bidding. We hope that this paper helps.



Download the white paper here (PDF)

Update posted 8/8/2011: Figure 1 in this white paper was missing the demand-side platform LucidMedia. We have now added them.