Market researchers Parks Associates report that ad revenues from real-time bidding (RTB, which allows companies to target consumer segments in real time) will reach $7 billion in North America by 2017. The independent research firm's report "Real-time Bidding: The Online Ad Exchange" finds that RTB will account for 34% of all online display advertising revenues by 2017.

Industry efforts like Facebook Exchange, along with companies like SpotXchange, Nexage, and Google that are opening their ad inventories to the RTB market, are significant factors driving growth.

"Facebook’s newly launched ad exchange is a driving force for RTB adoption and could help Facebook regain its market value as the social network serves approximately 33% of U.S. display ad impressions," said Heather Way, research analyst, Parks Associates.

From the article, "RTB Revitalizing Online Display, Catching Fire In Online Video."

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