With the frequent use of the DSP, SSP, DMP, ATD and many other acronyms (it’s not that we don’t have enough of them) but I would suggest adding another one to this long acronym list: the WTD, or the White label Trading Desk.
It is preaching to the converted to explain the explosive growth of RTB on this forum. Most research predicts between 20-30% of display advertising to be RTB-enabled by 2015 or 2016, but I think these estimations are way off the mark. The numbers will be much higher. In some markets this percentage is already over 40% and some Agency Trading Desks are already buying 60% of their display inventory through RTB! Awareness on the client side about RTB is growing and advanced RTB and data capabilities at agency level will become a standard requirement in client pitches.Global Desk Editor