Digital Ad Salespeople in the RTB (Real Time Bidding) space can work together with Publishers to increase overall business and create a positive impact for all concerned, as we are learning at the Digiday Publishing Summit in West Palm Beach, Florida.

Real-time bidding (RTB) will account for 13% of all US display advertising spending this year, more than triple its share in 2010, according to new estimates by eMarketer. Over the next few years, RTB will continue to gain momentum and share of ad dollars as more media buyers and publishers benefit from its efficiencies.   A new forecast from Forrester and SpotXchange predicts it will soon become a force with online video as well. The forecast suggests RTB online video advertising will account for nearly 22% of all online video spending (US) by 2013.

Senior Project Manager Chris Hart of the New York Times Digital tells AdSlot’s Raj Chahaun why RTB needs to be renamed as “Real Time Branding”, a two-tier approach to direct and programmatic sales that preserves publishers’ direct relationship while making the most of programmatic selling.  Chris’s idea empowers the sales forces of all parties involved, and could have a “spiral up” effect for the business as a whole.

Click here for the interview with Chris:  http://vimeo.com/digiday/review/53711120/4bff9177e8