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Press Release


Rubicon Project’s Global RTB Report Identifies Monthly Top Advertisers and Industry Trends

Posted: Nov 27th, 2012

General Motors, Dell and Southwest Airlines increased their RTB ad spend by more than 50% in a month

LOS ANGELES — November 27, 2012 — Some of the biggest RTB ad buyers, happy with the results they’re seeing, increased their buys in October, according to the latest Rubicon Project® Real Time Trading Marketplace Report. Rubicon Project, the leading digital advertising technology company for the comScore 500, showed in the same report that while AT&T remains the #1 RTB advertiser in terms of spend, Verizon has moved up three places to take the second slot, and Southwest Airlines, spending 64% more via RTB than it had the month before, had shot from 16th place to 3rd.

In October, according to comScore, Rubicon Project’s real time trading platform, REVV®, reached 96.9% of the U.S. Internet audience, providing buyers with the largest marketplace for quality inventory. As the largest reach platform in the digital advertising industry, REVV’s figures provide an accurate representation for the rapidly growing real-time-bidding market. The report also shows that the top ten RTB categories around the world in October — the ones in which the most money is spent via RTB — are, in order, Technology & Computing, Personal Finance, Shopping, Automotive and Travel, Style and Fashion, Business, Arts and Entertainment, Home and Garden, Food and Drink.

“As expected during an election year, RTB spending in the Law, Government and Politics category was up 48% in the U.S. during October. However, one unexpected spike we saw on the REVV platform was in the Careers category. Last month, advertisers in the Careers category increased spend by 76%,” said John Slade, SVP Product Management at Rubicon Project. “We’re pleased to offer a platform that allows buyers and sellers to react to expected and unexpected trends and enables them to maximize their revenue opportunity in real time.”

Among the report’s other findings:

  • Due to the elections, the publisher vertical “News” placed in the top 5 in RTB impressions in every leading country
  • Shopping as a category was consistently strong across nations except in France and Germany, where Food & Drink outperformed it
  • European e-commerce shoe giant Zalando vaulted to second place in RTB spend worldwide
  • RTB spend on the category of Real Estate was up 15% globally and 34% in the U.S. — a potential leading economic indicator

The report also features RTB spending trends in Canada, Australia, France, Germany and the U.K.

This story was first reported in ADWEEK. The full report is available for free download at: https://rubiconproject.com/insights