The report is decidedly less bullish than an August forecast by Parks Associates, suggesting RTB will support 34% of display ad sales by 2017. (AdExchanger story)
IDC says mobile RTB is running about three years behind the display cycle, and will progress slowly owing in part to latency issues. On the other hand, IDC writes, "What may also accelerate mobile RTB growth is the fact that most mobile advertising is being sold through advertising networks anyway rather than by publishers directly, which will make it easier to transfer it onto a mobile ad exchange/RTB platform."
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