"The major change there is that there is no major change," Clark Fredricksen, an eMarketer spokesperson and researcher, told AdExchanger. "We increased the numbers slightly because of faster-than-expected growth and multiple sources showing adoption rates a little higher than they thought they would be at this point." He also highlighted the influence of Facebook Exchange, noting that "interest in the Facebook Exchange has been tremendous, so we expect that to contribute to growth as well."
The research firm also reported that there are challenges to RTB spending, including the complex eco-system, concerns about cannibalization from publishers, and concerns about transparency from buyers. But, as Fredricksen noted, Facebook and other major publishers have the chance to lead the way by increasing RTB inventory and boosting interest and spending in the market.