Facebook has also been touting its Facebook Exchange advertising product for real-time bidding.
It utilizes multiple sources of advertising such as direct ads, house ads, ad networks and real-time bidding.
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Krux estimated that such auctions, known as real-time bidding exchanges, contribute to 40% of online data collection.
Moran says one area of sustained strength for Google is in the real-time bidding for its Ad Exchange.
Real-time bidding for online display is more efficient from a pricing standpoint, said Bob Arnold, Kellogg's associate director of digital strategy.
Forrester Research estimates that real-time bidding will constitute 18% of the online display-ad market this year, up from 13% last year.
Real-time bidding will also emerge to become the dominant way to buy mobile media, which involves using a programmatic, instantaneous auction.
Real-time bidding has entered the ad world as a mainstream term, even if traditional ad folks grumble about how the science of online ads is crowding out the creativity.
But the speed and flexibility of online ad buys, especially considering the increased use of ad exchanges and real-time bidding, represents a blessing and a curse for web-based advertising.
Right Media, which was run by Mike who was the CEO, went on to develop one of the first ad exchanges and real-time bidding businesses, the Right Media Exchange.
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While investors have focused on mobile, which is, the next frontier, developing a solid display advertising platform, and one that incorporates real-time bidding is key to success on this front.
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Facebook Inc. (FB) plans to introduce real-time bidding for advertising on its site, a technology used by Google Inc. (GOOG) and other Web companies to more effectively target ads to consumers.
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Now consider the myriad digital tech options we have at our fingertips: geofencing, social integration, digital coupons, crowdsourcing, crowdfunding, near field communication, GPS, location-based applications, real-time bidding and the Internet of all things.
In real-time bidding, as soon as a user visits a Web page, the visit is auctioned to the highest bidder, based on attributes such as the type of page visited or previous Web browsing by the user.
The largest social network has recently released some data on how its advertising platform for real-time bidding will deliver for advertisers, helping to rake in some money as it battles Google for display dominance in the web.
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This is made possible by Real-Time-Bidding technology that enables online display ads to be auctioned off in real time.
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