International market research firm Parks Associates says advertising 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 reports RTB will account for 34% of all online display advertising revenues by 2017. Industry efforts such as Facebook Exchange, along with firms such as SpotXchange, Nexage, and Google that are opening their ad inventories to the RTB market, are significant factors driving growth.
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