The author forecasts the global RTB market size to grow from USD 6.6 billion in 2019 to USD 27.2 billion by 2024, at a CAGR of 32.9% during 2019-2024.
The RTB market by application covers media and entertainment, games, retail and e-commerce, travel and luxury, mobile apps, and others. These applications are expected to witness high adoption of RTB platforms and solutions to achieve various benefits, such as increased efficiency, higher RoI, and cost-effectiveness.
Among these, retail and e-commerce are expected to grow at the highest rate, as RTB platform and solutions are effectively being used in the retail and e-commerce to deliver a personalized experience to the users, increase campaign efficiency, and create brand awareness.
Based on ad format, the RTB market has RTB Image and RTB Video segments. The RTB video segment is growing at a fast pace, as it is becoming a powerful ad format to engage the target audience. RTB video advertisements can be placed across web pages and in mobile applications. The growing time spent by users on watching online contents and surfing the internet on mobile and other devices is inspiring various advertisers to invest in the video ad format.
The RTB market by region covers North America, Europe, APAC, MEA, and Latin America. APAC is expected to grow at the highest CAGR, owing to the increasing adoption of advanced marketing technologies among enterprises. Major APAC countries, including China, Australia, India, and New Zealand, are expected to record high growth rates.
However, APAC demands skilled digital marketing professionals to close the skill gap and adopt new digital technologies for better business operations. The growth in APAC is expected to be driven by the presence of half of the world's mobile users, the highest number of social media users, and increasing internet connection and speed.
Whereas, North America is expected to contribute maximum in terms of market size during the forecast period. Growth factors for the market in North America include the growing use of smartphones and connected devices including connected TV. Also, the time people spent on mobile applications and surfing the internet is growing. It is further expected to boost the demand for RTB solutions across the region.
The report includes the study of the key players offering real-time bidding solutions. It profiles major vendors including Google (US), WPP plc (UK), Adobe (US), Criteo Advertising (France), Facebook (US), PubMatic (US), Smaato (US), Yandex (Russia), Salesforce (US), and Rubicon Project (US). It also includes an in-depth competitive analysis of the key real-time bidding market players, along with their company profiles, business overviews, product offerings, recent developments, and market strategies.
1 Introduction 1.1 Objectives of the Study 1.2 Market Definition 1.3 Market Scope 1.3.1 Market Segmentation 1.3.2 Regions Covered 1.4 Years Considered for the Study 1.5 Currency Considered 1.6 Stakeholders
2 Research Methodology 2.1 Research Data 2.1.1 Secondary Data 2.1.2 Primary Data 184.108.40.206 Breakup of Primary Participants' Profiles 220.127.116.11 Key Industry Insights 2.2 Market Breakup and Data Triangulation 2.3 Market Size Estimation 2.3.1 Top-Down Approach 2.3.2 Bottom-Up Approach 2.4 Market Forecast 2.5 Assumptions for the Study 2.6 Limitations of the Study
3 Executive Summary
4 Premium Insights 4.1 Attractive Opportunities in the Real-Time Bidding Market 4.2 Market Top 3 Applications 4.3 Market Top 3 Applications and Regions 4.4 Market By Application
5 Market Overview and Industry Trends 5.1 Introduction 5.2 Market Dynamics 5.2.1 Drivers 18.104.22.168 Growing Internet Penetration and Increase in the Number of Smartphone Users 22.214.171.124 Improved Campaign Performance and Increased RoI 5.2.2 Restraints 126.96.36.199 Data Privacy Policies and Regulations 5.2.3 Opportunities 188.8.131.52 Increasing Use of AI & ML in RTB 184.108.40.206 Increasing Budgets for Digital Display Advertising 5.2.4 Challenges 220.127.116.11 Challenges Associated With Mobile Advertisement Frauds 18.104.22.168 Issues Related to Transparency 22.214.171.124 Concerns Related to AD Block and Skip AD Functionality 5.3 Regulatory Implications 5.3.1 General Data Protection Regulation (GDPR) 5.3.2 Data Protection Authority (DPA) 5.3.3 Information Technology (IT) Act, 2000 5.4 Regulatory Associations 5.4.1 Advertising Standards Authority (ASA) 5.4.2 Digital Advertising Alliance (DAA) 5.4.3 European Advertising Standards Alliance (EASA) 5.4.4 Australian Competition and Consumer Commission (ACCC) 5.4.5 Network Advertising Initiative (NAI) 5.5 Use Cases
6 Real-Time Bidding Market By Auction Type 6.1 Introduction 6.2 Open Auction 6.2.1 Growing Trend of Digital Display Advertising to Drive the Demand for Open Auction 6.3 Invited Auction 6.3.1 Invited Auction to Become Crucial in Providing More Control for Publishers Over AD Inventory
7 Real-Time Bidding Market By AD Format 7.1 Introduction 7.2 RTB Image 7.2.1 Growing Demand for RTB Image Format to Effectively Deliver the Advertising Message 7.3 RTB Video 7.3.1 RTB Video is the Most Powerful Way to Engage Target Audience
8 Real-Time Bidding Market By Application 8.1 Introduction 8.2 Media and Entertainment 8.2.1 Need for Improving AD Performance and Reducing Media Wastage to Drive the Media Companies to Invest in RTB 8.3 Games 8.3.1 RTB is Becoming A Bigger Part of Games for Advertising 8.4 Retail and Ecommerce 8.4.1 Real-Time Bidding to Provide Better Targeting Capabilities for Improving AD Performance and Engaging Potential Customers 8.5 Travel and Luxury 8.5.1 RTB Helping Travel and Luxury Enterprises to Effectively Expand Their Reach and Increase Their Visibility of Offers 8.6 Mobile Apps 8.6.1 RTB Promoting Mobile Apps to Users Based on Their Interests 8.7 Others
9 Real-Time Bidding Market By Device 9.1 Introduction 9.2 Mobiles 9.2.1 Mobile Devices to Drive the Adoption of Real-Time Bidding Platforms and Solutions 9.3 DesKTops 9.3.1 Video Advertising Becomes A Significant Component of Digital Advertising Strategy for DesKTops 9.4 Others
10 Real-Time Bidding Market By Region 10.1 Introduction 10.2 North America 10.2.1 United States 10.2.1.1 Increase in Use of Internet Applications to Boost the Demand for RTB Solutions Across the United States 10.2.2 Canada 10.2.2.1 Increasing Focus on Digital AD Campaigns to Fuel the Adoption of RTB Solutions in Canada 10.3 Europe 10.3.1 United Kingdom 10.3.1.1 Advertisers' Increasing Focus on Digital Display Advertisement to Drive the Adoption of RTB Platforms and Solutions in the United Kingdom 10.3.2 France 10.3.2.1 Growing Focus of Advertisers and Publishers on the Adoption of RTB Solutions to Drive the Growth of RTB Market in France 10.3.3 Germany 10.3.3.1 Demand for Mobile Programmatic Advertisement to Drive the Growth of RTB Market in Germany 10.3.4 Rest of Europe 10.4 Asia Pacific 10.4.1 China 10.4.1.1 Growing Internet Users and Improvements in Advertising Industry to Drive the RTB Market 10.4.2 Japan 10.4.2.1 Growing Investments of RTB Solution Providers in the Region to Drive the Growth of RTB Market in Japan 10.4.3 Australia 10.4.3.1 Increasing Investments in Digital Advertising to Fuel the Adoption of RTB Solutions in Australia 10.4.4 Rest of Asia Pacific 10.5 Middle East and Africa 10.5.1 United Arab Emirates (UAE) 10.5.1.1 On-The-Go Marketing Fostered By Mobile Gadgets Across Marketing Channels to Boost the Adoption of RTB Solutions Among Enterprises in the UAE 10.5.2 Israel 10.5.2.1 Increasing Adoption of Advanced Technologies to Fuel the Need for RTB Technology 10.5.3 Rest of Middle East and Africa 10.6 Latin America 10.6.1 Brazil 10.6.1.1 Emerging Technology Trends in Brazil to Drive the Growth of the RTB Market in the Coming Years 10.6.2 Mexico 10.6.2.1 Improving Customer Experience Throughout the Buying Journey and Identifying Effective Marketing Channels to Propel the Adoption of RTB Solutions in Mexico 10.6.3 Rest of Latin America