Ask What percentage of display ads for affiliate marketing on real-time biddable exchanges (RTB) are retargeting ads?

[Brajet]

About 30% of display ads served via RTB exchanges in the U.S. are retargeting ads. While there isn't a definitive public stat, industry practitioners often estimate this share based on internal data and bidding behavior. That aligns with anecdotal consensus—large DSPs and agencies generally confirm a significant chunk (often 20–40%) of bid volume in real-time auctions comes from retargeting campaigns. These ads aim to re-engage users who previously visited a site. Although precise measurements are hard due to fragmented data, the 30% figure is widely accepted among ad ops professionals. What is your take on this?

 

[Dean101]

Although there isn't one exact number that everyone agrees on, industry estimates have suggested that somewhere between 45% and 80% of RTB display ads are retargeting ads. In simple terms, these are the ads that follow you around after you've visited a website or looked at a product online. For example, if you check out a pair of shoes and then start seeing ads for those same shoes on other websites, that's retargeting. Advertisers love this approach because it targets people who have already shown interest in something, making them more likely to click or buy.