Marc Theermann (former Admeld mobile guy now at Google) posted his new landscape graphic on the mobile RTB ecosystem. He contends there are 2 main reasons that RTB will win in mobile:
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“1. In 24 months from now, the majority of all impressions will come from mobile operating systems. RTB is only efficient way to match buyers to sellers in this exponentially growing universe.

2. Location based targeting is perfectly suited for RTB. Finding the right users at the right time, while they are walking into a geo-fence can only be accomplished through RTB.”
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I think Marc is correct, especially with regard to geofencing. Despite being over hyped and over sold in the market place, the interest is there and demand for geo will continue to grow.  Estimates are that lat/lon enabled inventory only represents 10-15% of all mobile inventory in exchanges.  Even if it’s some what greater than that, Marc’s assertion seems on target (pun intended).  I also think that solving the brand safety/transparency, privacy-friendly targeting and measurement issues will be key to adoption by big brands.

What do you think?