Almost 3 years ago we launched the first Mobile RTB exchange at Admeld. Since then the ecosystem has evolved quite rapidly. At that time, yield management was still the dominant method to monetize remnant impressions on desktop and mobile. Today it is clear that RTB provides such strong advantages for both the supply and the demand side of the ecosystem, that it will become the dominant way to monetize unsold inventory. Having conquered that side of the house, RTB is now pushing into premium territory. More to come on that front…
While Mobile RTB is still in its infancy, the below ecosystem map clearly shows how quickly this particular portion of our industry has grown in the last couple of quarters.
We went from 1 mobile RTB exchange to 14, and the demand side is growing tremendously. Many of the traditional mobile networks have created bidders, new Mobile DSP have entered the stage, and many of the desktop DSPs are now buying mobile impressions.
There are 2 main reasons that RTB will win in mobile:
1.) In 24 months from now, the majority of all impressions will come from mobile operating systems. RTB is only efficient way to match buyers to sellers in this exponentially growing universe.
2.) Location based targeting is perfectly suited for RTB. Finding the right users at the right time, while they are walking into a geo-fence can only be accomplished through RTB.
So while this map is getting crowded, we are still at the very beginning of the mobile advertising revolution. In this new version, I focus on the Mobile RTB ecosystem in particular. If I have missed a particular company, just send me a tweet at #theermann and I will update the slide.
Please note: Clearly my mobile ecosystem slide was inspired by my friends at Progress Partners, who have been creating ecosystem maps since 2006, and of course by Terence Kawaja at Luma Partners, who made them famous.