TechNavio today launched its report, Online Video Real-time Bidding Spend in the US 2012-2016, based on an in-depth analysis focusing exclusively on the US. The report aims to aid decision makers’ understanding of the significant trends impacting this market.
Commenting on the report, an analyst from TechNavio’s Enterprise Computing team said: ”Several leading vendors in Online Video Real-time Bidding (RTB) Spend in the US, including SpotXchange, Turn, and TubeMogul, are designing standard protocols to govern the market. Currently, the market is witnessing a high demand for standardization from media buyers as well as from the video publishers. The international advertising bureau is the leading body in devising rules and regulations. There is a demand for the standard rules for providing clear audience- and impression-based information to bidders before the bidding process starts. In addition, standards regarding the categorization of below-the-fold and above-the-fold ad placements are required. Furthermore, there are several definitions in the market which are misnomers to the definitions of other marketers; standard definitions will help in reducing the chaos and uncertainty in the market.”
According to the report, one of the major drivers is the high growth in the online video audience in the US. There are an increasing number of people that are streaming and watching online videos in the US. This has in turn provided brand marketers the opportunity of competing against each other and targeting a larger set of audiences through a bidding process.
Further, the report reveals that the difficulty in measuring the success of online video marketing constitutes one of the major challenges in this market.
The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to a SWOT analysis of the key vendors. For further information on this report, please visit https://www.technavio.com/content/online-video-real-time-bidding-spend-us…
TechNavio, the market research platform of Infiniti Research Ltd, publishes periodic market research reports on niche and emerging technologies. For more information on our Enterprise Computing market research, please visit https://www.technavio.com/enterprise-computing
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TechNavio Announces the Publication of its Research Report – Online Video Real-time Bidding Spend in the US 2012-2016
