Real Time Bidding (RTB) Market Report 2025

This Real Time Bidding (RTB) report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The real time bidding (RTB) market size has grown exponentially in recent years. It will grow from $16.81 billion in 2024 to $21.11 billion in 2025 at a compound annual growth rate (CAGR) of 25.6%. The growth in the historic period can be attributed to growth in digital advertising, increased demand for targeted advertising, advancements in ad tech and programmatic advertising, enhanced audience segmentation capabilities, 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 $51.88 billion in 2029 at a compound annual growth rate (CAGR) of 25.2%. The growth in the forecast period can be attributed to expansion of connected tv (CTV) advertising, emphasis on privacy-compliant advertising solutions, growing importance of data-driven decision making in ad buying, increased adoption of header bidding, growing popularity of IoT and BYOD. Major trends in the forecast period include integration with artificial intelligence for ad optimization, first-price auctions in RTB, server-side header bidding, unified auctions for multiple ad formats, 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.

Technological innovations are a key trend gaining traction in the real-time bidding market. Major companies in the sector are introducing new technologies, such as a living charter bidding platform that utilizes data and instant communication, to maintain their market position. For example, in April 2022, Aerobid, a Poland-based company that operates and brokers a global online bidding platform, launched a live charter bidding platform that allows brokers to request and book flights almost instantaneously. This platform also enables operators to receive and bid on flight requests. The use of data and instant communication facilitates quick and transparent bookings, allowing brokers to submit detailed flight requests that operators can view on the Platforms Marketplace or receive via instant notifications through text or email.

Major companies in the real-time bidding market are developing innovative technological products, such as Real-Time Bidding for programmatic outdoor media, to enhance their profitability in the sector. This real-time bidding solution offers a seamless and transparent ecosystem for advertisers, agencies, and media buyers. For instance, in June 2023, JCDecaux Group, a France-based media company, introduced real-time bidding for its programmatic outdoor media. This system allows advertisers to access impression-level attributes tailored to their audience and segment their audiences more effectively by utilizing programmatic technology that enables real-time optimization of outdoor campaigns.

In June 2023, TBAuctions, a leading multi-brand digital auction platform based in Europe, acquired Epic-Auctions B.V. for an undisclosed amount. This acquisition strengthens TBAuctions' position in the European online auction market, enhancing its competitive advantage and expanding its service portfolio to better meet the needs of customers across the continent. Epic-Auctions B.V. is a Europe-based company that offers Real-Time Online Bidding services.

Major companies operating in the real time bidding (RTB) market include 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., Rubicon Project LLC, AdRoll Inc., The Trade Desk Inc., Adform A/S, BidSwitch Ltd., 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 2024. 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.

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 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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