AT&T, Toyota and American Express are the top advertisers spending through real-time bidding (RTB), according to a new report.
The research, from Rubicon Project, is based on its REVV platform reaching more than 96% of the U.S. Internet audience as measured by comScore.
The study also shows that the top five RTB categories — the ones in which the most money is spent via RTB — are, in order, Technology & Computing, Automotive, Personal Finance, Shopping and Food & Drink.
“A recent study from Parks Associates noted that RTB would soon account for more than a third of all display ads sold. We’re seeing that RTB accounts for more than half the total ad spend on our platform, putting REVV ahead of the curve,” said Frank Addante, founder & CEO of Rubicon Project. “Looking at the top advertisers and categories in our recent report is useful for our publishers, agencies and advertisers to gain insight into this rapidly changing landscape.”
Among the report’s other notable rankings:
• Top five publisher verticals in overall paid RTB impressions: Arts & Entertainment and News were the top two categories for the second month running.
• Top five publisher verticals in eCPM: Family & Parenting ranked first for the second consecutive month, while Education surged from the fifth spot in July to a strong second in August.
• Fastest-increasing categories in RTB ad spend: News was #1 here, showing an increase of more than 113%.
• Fastest-decreasing categories in RTB spend: Pets showed the biggest decline, dropping by 68% from July.
The report also looks at the fastest increasing and decreasing categories in eCPMs, and ranks the top 20 countries by RTB spend (chart below).
The full report is available for free download here.
