Real-time Media (RTB) Inventory Doubles Globally in 2012; Q4 Holiday Season and Mobile RTB Shine, Reports Accordant Media

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

Jan 28, 2013, 08:00 ET from Accordant Media

NEW YORK, Jan. 28, 2013 /PRNewswire/ -- The Accordant Media ( "Real-time Media Buying: Q4 Market Pulse" report released today confirms that the exchange-traded media marketplace continued to grow over 100% for 2012, though "cooled" to a 61% growth rate in Q4. In addition, Accordant's research offers marketers specific insights about planning and optimizing RTB media as an effective, scalable digital advertising approach.


Highlights of the report include:

  • Global volume of RTB ad inventory grew 101% in 2012, with Q4 up 61% vs. the prior year quarter and up 14% vs. Q3, 2012
  • The United States, holding 47% of the total global RTB inventory, grew 76% in 2012. Russia, Turkey, Poland and Mexico showed the fastest inventory growth of the top fifteen global markets, comparing Q4, 2012 to Q4, 2011.
  • Over the holiday season, prices (CPMs) jumped 20% - 30% immediately starting on the Wednesday before Thanksgiving, though for the entire quarter they averaged slightly lower than the average for Q3.
  • In Accordant's cross-channel campaigns, mobile RTB performed nearly 80% as well as programmatic display tactics, and mobile iOS targeting resulted in 5x performance over Android.

Accordant's information utilizes aggregated data sets to showcase year-over-year and quarter-over-quarter trends. In Q4, Accordant Media's programmatic media buying system bid on ad impressions across 475,000 sites spanning display, video, mobile and social (Facebook FBX) inventory on behalf of leading media agencies and direct marketing teams.

"Clearly, the RTB market grew with quality and scale over 2012," says Art Muldoon, Co-founder and CEO. "Among the standout markets, premium publishers contributed to significant inventory growth in Canada in Q2 and Q4. Canada ought to be an exciting RTB market in 2013."

"Accordant's programmatic expertise and scalable systems allow our clients to succeed in a fast growing, complex marketplace," added Matt Greitzer, Co-founder and COO. "While Accordant tapped 1,500 sites to drive 80% of our scale, we further utilized a long-tail of 475,000 sites to achieve incremental reach without sacrificing performance. That's the power of programmatic!"

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