Online ad researcher eMarketer projects mobile ad spending in the U.S. will hit $2.3 billion in 2012. That’s nearly double 2011?s tally, but when it comes to overall spending, it’s still a complement to larger campaigns happening elsewhere. Meanwhile, Parks Associates’ predicts RTB revenues for display advertising will be $1.6 billion this year, rising to $6.8 billion within five years (AdExchanger story). Until the industry gets to that point, it will rely on a number of startups to lay the groundwork.
From the article, "Human Demand’s Schwartz: It’s Not Too Early To Focus On Mobile RTB" by David Kaplan.