NEW YORK, July 17, 2013 /PRNewswire/ -- The Accordant Media (www.AccordantMedia.com) "Real-time Media Buying: Q2 Market Pulse" report released today shows that while the growth rate of exchange-traded media impressions cooled significantly during Q2, buying activity looks to be broadening across a range of media targeting tactics, including inventory price, placement and quality measures.
Global volume growth of RTB ad inventory was flat in Q2 over Q1, although still up 28% vs. the prior year quarter.
For the United States, representing 42% of global RTB impressions, auction volume was down 6% in Q2 over Q1, though remained up 13% over 2012. Russia, Ukraine and Poland continued to post the highest inventory growth in the top twenty global markets.
In Q2, CPMs declined slightly and CTRs increased, possibly bolstered by the expanded use of sophisticated algorithmic solutions delivering effective ads across more sites.
Among media quality indicators, higher-priced inventory delivered stronger performance, advertisers utilized a broader set of ad creative units and publisher vertical categories Auto, Home and Finance maintained or increased their RTB price levels.
Accordant's information utilizes aggregated data sets to showcase year-over-year and quarter-over-quarter trends. In Q2, Accordant Media's programmatic media buying system bid on ad impressions across 500,000+ sites spanning display, video, mobile and social (Facebook FBX) inventory on behalf of leading media agencies and direct marketing teams.
"Q2 turned out to be a notable period for programmatic media industry," says Art Muldoon, Co-founder and CEO. "The headlines shifted from hyper growth of RTB volume to how buyers are assessing and scaling a broad range of innovative targeting tactics that create value for advertisers."
"The correlation between CPM and performance that we see means RTB buyers should shift their focus towards value and quality rather than price when evaluating RTB opportunities," added Matt Greitzer, Co-founder and COO. "While Accordant tapped 1,200 sites to drive 80% of our scale, we further utilized a long-tail of 535,000 sites to achieve incremental reach without sacrificing performance. That's the new value that programmatic brings to marketing!"
Accordant Media is an independent, programmatic media-buying and optimization company that makes audience targeting and biddable media simpler and more effective for leading agencies and brand marketers. Accordant's innovative system plus customized solutions help digital advertisers achieve targeted, efficient and scalable campaigns across paid display, video, mobile, social, email, in-stream audio and out-of-home channels. In addition, Accordant's powerful custom audience segmentation engine, Audience Optics™, drives integrated data, finely sculpted audience insights and dynamic inventory management to produce greater customer engagement and response rates. Accordant's scale, precision, 100% transparency and a cross-screen, cross-channel approach allow advertisers to unlock the full potential of programmatic media.
Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City with offices in San Francisco and Dallas.