August 07, 2012 In its report Real-time Bidding: The Online Ad Exchange, research firm Park Associates predicts advertising revenues from real-time bidding (RTB) practices will be worth $7 billion in North America by 2017, says research analyst Heather Way. With RTB, buyers bid for ad impressions and, if the bid is won, the ad is served instantly on a publisher's site. This enables buyers to target customers in real time. The report estimates that RTB will be responsible for 34% of all online display advertising revenues by 2017. Aggregators such as Google, Yahoo!, Microsoft, and Facebook Exchange will play crucial roles in promoting this substantial growth. “RTB offers buyers and sellers greater…