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Rubicon Project’s Global RTB Report Identifies Monthly Top Advertisers and Industry Trends

Some of the biggest RTB ad buyers, happy with the results they’re seeing, increased their buys in October, according to the latest Rubicon Project® Real Time Trading Marketplace Report. Rubicon Project, the leading digital advertising technology company for the comScore 500, showed in the same report that while AT&T remains the #1 RTB advertiser in terms of spend, Verizon has moved up three places to take the second slot, and Southwest Airlines, spending 64% more via RTB than it had the month before, had shot from 16th place to 3rd.

This story first appeared in Adweek.

In October, according to comScore, Rubicon Project’s real time trading platform, REVV®, reached 96.9% of the U.S. Internet audience, providing buyers with the largest marketplace for quality inventory. As the largest reach platform in the digital advertising industry, REVV’s figures provide an accurate representation for the rapidly growing real-time-bidding market. The report also shows that the top ten RTB categories around the world in October — the ones in which the most money is spent via RTB — are, in order, Technology & Computing, Personal Finance, Shopping, Automotive and Travel, Style and Fashion, Business, Arts and Entertainment, Home and Garden, Food and Drink.

“As expected during an election year, RTB spending in the Law, Government and Politics category was up 48% in the U.S. during October,” said John Slade, SVP Product Management at Rubicon Project. “However, one unexpected spike we saw on the REVV platform was in the Careers category. Last month, advertisers in the Careers category increased spend by 76%. We’re pleased to offer a platform that allows buyers and sellers to react to expected and unexpected trends, and enables them to maximize their revenue opportunity in real time.”

Among the report’s other findings:

  • Due to the elections, the publisher vertical “News” placed in the top 5 in RTB impressions in every leading country
  • Shopping as a category was consistently strong across nations except in France and Germany, where Food & Drink outperformed it
  • European e-commerce shoe giant Zalando vaulted to second place in RTB spend worldwide
  • RTB spend on the category of Real Estate was up 15% globally and 34% in the U.S. — a potential leading economic indicator

The report also features RTB spending trends in Canada, Australia, France, Germany and the U.K.

The full report is available for free download at:

About Rubicon Project

Rubicon Project® is the leading advertising technology company for the comScore 500 and reaches a global audience of more than 200 million US and 646 million global unique visitors monthly, the largest reach on the Internet (as measured by comScore). Rubicon Project’s real time trading platform, REVV®, helps publishers including 40% of the comScore 100 make more money by automating and optimizing monetization of their digital media advertising inventory through a real time auction to digital ad buyers, while ensuring brand safety, pricing control and reduced operational costs. Hundreds of buyer channels (DSPs, Trading Desks, Ad Networks and Exchanges) representing more than 70,000 end advertisers access and bid on inventory through the REVV platform, forming one of the largest-scale transaction marketplaces in any industry. REVV's powerful and highly scalable trading and protection algorithms, running on Rubicon Project’s global real-time cloud infrastructure, process more than double the transaction volume of NASDAQ everyday.

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