Trending: The Continued Rise of Online Ad Exchanges and Networks

What It’s About: Online display advertising is growing but some kinds of it are growing more than others. Standard Media Index has found that overall spending on online display advertising increased 4.0% in 2012 compared with the previous year, according to a recent story in MediaPost. But specific elements of display are growing at a much faster rate. Specifically, ad exchanges grew at a 49.1% pace and ad networks grew at a 13.8% pace as marketers are opting for more efficient buys. SMI measures this growth very accurately, because it has access to transactional data from media buying shops such as Aegis, Havas, Interpublic and Publicis, according to the story.

Who Is Impacted: Marketers, publishers, ad technology companies, the entire advertising ecosystem – online and offline.

Why It’s Important: Despite the rise of social media, search and mobile, online display remains at the center of many marketers’ plans. That’s because it is one of the few marketing tactics that has impact at the top, middle and bottom of the sales funnel. Now, because of data-driven audience targeting, display is stronger and more efficient than ever. It will only continue to grow – just like every other form of data-driven digital marketing.


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