Real-time Media Inventory Grows 88% Globally in Q3; Ad Viewability Test Results Blurry, Reports Accordant Media

Accordant Media Tracks Continued Rapid Growth for Real-time Bidded (RTB) Media Market

Oct 01, 2012, 09:00 ET from Accordant Media

NEW YORK, Oct. 1, 2012 /PRNewswire/ -- The Accordant Media ( "Real-time Media Buying: Q3 Market Pulse" report released today confirms that the exchange-traded media marketplace continues to grow at a torrid pace, though slightly off the Q2 clip. In addition, Accordant's research offers marketers specific insights about planning and optimizing RTB media as an effective, scalable digital advertising approach.

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Highlights of the report include:

  • Overall volume of RTB ad inventory grew 88% in Q3, 2012 vs. Q3, 2011 (up 29% vs. Q2, 2012)
  • The United States, holding 47% of the total global RTB inventory, grew 62% year-over-year. France, Brazil, Italy and Mexico showed the fastest inventory growth of the top ten global markets.
  • In a bullish trend for all participants, prices (CPMs) increased 2% since 2011, and 7% over Q2, suggesting buyer's continued growing demand for publisher's RTB ad supply.
  • In Accordant's first ad viewability data tests, campaigns performed poorly due to impression measurement glitches, lack of publisher support and new attribution implications. Results will improve as key industry stakeholders align on methods.

Accordant's information utilizes aggregated data sets to showcase year-over-year and quarter-over-quarter trends. In Q3, Accordant Media's programmatic media buying system bid on ad impressions across 425,000 sites spanning display, video, mobile and social (Facebook FBX) inventory on behalf of leading media agencies and direct marketing teams.

"In Q3, the RTB market grew with quality and scale," says Craig Schinn, VP Analytics. "While Accordant achieved 80% of its programmatic targeting via 64% fewer sites, we fully utilized the long-tail of 425,000 sites to deliver incremental scale without sacrificing performance."

"Accordant's expertise, insights and proprietary systems add value to advertisers seeking full-service in the fast growing RTB marketplace," says Art Muldoon, Co-founder and CEO. Added Matt Greitzer, Co-founder and COO, "We hope marketers will find our assessment of the current buying landscape a useful benchmark to gauge their own level of investment in an important, dynamic component of digital media."

For a copy of the full report, please contact:

About Accordant Media
Accordant Media is an independent, on-demand media-buying and optimization specialist that makes audience targeting and biddable display media simpler and more effective for leading agencies and brand marketers. Accordant's one-stop, turnkey service, helps marketers achieve targeted, efficient advertising in a repeatable and scalable manner across paid display, video, mobile and search media.  In a new complex era of cross-channel, exchange-traded media, Accordant employs both audience-based targeting as well as contextual targeting.  Accordant's innovative custom audience segmentation engine, Audience Optics, exploits micro-segmentation, finely sculpted audience insights and dynamic inventory management to produce higher ROI and customer engagement/response rates.  This is done with any data set, without restrictions, helping clients gain access to dynamic inventory sources and deliver more targeted, relevant messages with 100% transparency.  Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City. 

Art Muldoon

SOURCE Accordant Media