Real Time Bidding (RTB) Global Market Report 2024

Real-time bidding (RTB) is a process in digital advertising where ad inventory is bought and sold through instantaneous auctions between authorized buyers. This allows buyers to evaluate and bid on each available impression, facilitating the sale of premium ad spots that are in high demand. Publishers use RTB to manage potential buyers and efficiently allocate advertising space.

Real-time bidding encompasses various ad formats, with RTB image and RTB video being prominent examples. RTB image involves programmatic trading where the ad inventory on publishers' websites is instantly auctioned to advertisers, displaying stock images across the internet. RTB enables the running of multiple stock image ads on diverse platforms, including websites and apps, making it popular among advertisers. Auctions in real-time bidding can take different forms, including open auctions and invited auctions. Real-time bidding finds applications in various industries, including media and entertainment, games, retail and e-commerce, travel and luxury, mobile apps, among others.

The real time bidding market research report is one of a series of new reports that provides real time bidding market statistics, including real time bidding industry global market size, regional shares, competitors with a real time bidding market share, detailed real time bidding market segments, market trends and opportunities, and any further data you may need to thrive in the real time bidding industry. This real-time bidding market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The real time bidding (rtb) market size has grown exponentially in recent years. It will grow from $13.38 billion in 2023 to $16.81 billion in 2024 at a compound annual growth rate (CAGR) of 25.6%. The growth observed in the historical period can be attributed to factors such as the expansion of digital advertising, increased demand for targeted advertising, advancements in ad tech and programmatic advertising, enhanced audience segmentation capabilities, and the rise of mobile advertising.

The real time bidding (rtb) market size is expected to see exponential growth in the next few years. It will grow to $41.48 billion in 2028 at a compound annual growth rate (CAGR) of 25.3%. The anticipated growth in the forecast period can be attributed to factors such as the expansion of Connected TV (CTV) advertising, an emphasis on privacy-compliant advertising solutions, the growing importance of data-driven decision-making in ad buying, increased adoption of header bidding, and the growing popularity of IoT (Internet of Things) and BYOD (Bring Your Own Device). Major trends expected in the forecast period include integration with artificial intelligence for ad optimization, the implementation of first-price auctions in real-time bidding (RTB), server-side header bidding, unified auctions for multiple ad formats, and a focus on contextual and brand-safe advertising.

The anticipated growth of the real-time bidding (RTB) market is closely linked to the increasing number of smartphone users. With smartphones serving as integrated devices with computing capabilities, web browsing functionalities, and the ability to run applications, they have become indispensable tools for marketers utilizing real-time bidding. The global smartphone user base reached 6.65 billion in 2022, representing 83.37% of the world's population. This prevalence enables RTB marketers to engage with their audience in real-time, employing location and context-based targeting strategies. Notably, 91.16% of the global population, equivalent to 7.26 billion people, own either a smartphone or a feature phone, underscoring the influential role of smartphone users in driving the growth of the real-time bidding market.

The upward trajectory of e-commerce is poised to contribute significantly to the expansion of the real-time bidding market. E-commerce, involving online buying and selling of goods and services, has become a focal point for real-time bidding activities. The ability of e-commerce businesses to bid in real-time for ad placements ensures visibility to potential customers. In the second quarter of 2023, e-commerce experienced a 7.5% increase compared to the same period in 2022, contributing to 15.4% of all sales. This surge in e-commerce activities is a driving force behind the growth of the real-time bidding market.

A notable trend in the real-time bidding market is the emphasis on technological innovations. Key market players are introducing cutting-edge technologies, such as a live charter bidding platform that operates on data and instant communication, to fortify their market position. For instance, Aerobid, a Poland-based company, introduced a live charter bidding platform designed to facilitate near-instantaneous flight requests and bookings for brokers and operators. Leveraging data and instant communication, this platform enables quick and transparent bookings, enhancing efficiency in the bidding process.

Major companies in the real-time bidding market are investing in innovative technological products to enhance their market profitability. The introduction of Real-Time Bidding for programmatic outdoor media by JCDecaux Group, a France-based media company, exemplifies this trend. This technology provides a seamless and transparent ecosystem for advertisers, agencies, and media buyers, allowing them to access impression-level attributes specific to their target audience and optimize outdoor campaigns in real-time. The integration of programmatic technology enhances the effectiveness of outdoor advertising campaigns.

In December 2021, Discovery Inc., an American mass media company, acquired the assets, techniques, and intellectual property of ZEDO, an advertising technology company based in the US and India. This acquisition bolsters Discovery's global direct-to-consumer (DTC) platforms by incorporating key ad technology platform capabilities, including supply-side platform (SSP) and real-time bidding (RTB). The acquisition aims to enhance the consumer experience and drive monetization, enabling Discovery's ad solutions to innovate more rapidly.

Major companies operating in the in the real time bidding (rtb) market report are Google LLC, Facebook Inc., Adobe Inc., PubMatic Inc., Smaato Inc., WPP plc, Yandex N. V., Criteo S. A., OpenX Technologies Inc., MediaAlpha Inc., Infectious Media Holdings Limited, Yieldbot Inc., DeepStream Technologies Ltd., AppNexus Inc., Rubicon Project LLC, AdRoll Inc., Rocket Fuel Inc., The Trade Desk Inc., Adform A/S, BidSwitch Ltd., BrightRoll Inc., DoubleClick (Google LLC), Index Exchange Inc., LiveRamp Holdings Inc., PulsePoint Inc., RhythmOne LLCSpotX Inc., Tremor International Ltd., Verizon Media LLC, Xandr Inc.

North America was the largest region in the real time bidding market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the real time bidding (rtb) market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the real time bidding (rtb) market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

The real-time bidding (RTB) market consists of revenues earned by entities by providing private marketplaces and open exchanges. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified)).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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