Machine learning drives RTB advertising spend to USb

Machine learning algorithms used to enable more efficient ad bids over real-time bidding (RTB) networks will generate about US$42 billion in annual advertising spend by 2021, up from an estimated US$3.5 billion this year. According to newly published research from Juniper, RTB — where advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction — has now been made accessible and affordable to a wide range of stakeholders by machine learning. The analyst firm says that machine learning promises to transform the RTB segment of the digital advertising market, with algorithms able to predict the success outcome of an impression, and adjust bid amounts dynamically. By way of example, Juniper explains that the fact that the end-user has recently been delivered a similar advert may impact…


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