Bidding on and placing online display advertising in realtime is becoming a mayor trend. There a couple of apperances fostering this development both on the side of advertisers and publishers. It is on one side the competitive and transparent marketplace enabling and bringing up the need to compete with other market participants and on side of publishers the ability to sell unsold inventory.
Currently realtime bidding to place online ads has reached a market share of 13% already. According to a whitepaper by IDG this market share will grow up to 20% in 2016 globally meaning an even larger market share in countries with a well established it infrastructure: Real-Time Bidding in the United States and Worldwide, 2011 – 2016.