Real-Time Bidding Market: Current Analysis and Forecast (2024-2032)

Report Description

Real-Time Bidding Market Size & Forecast

The Real-Time Bidding market was valued at approximately USD 14.5 Billion in 2023 and is expected to grow at a substantial CAGR of around 19% during the forecast period (2024-2032) owing to the rise in global digital ad spend.

Real-Time Bidding Market Analysis

Real-time bidding (RTB) is an advertising model that works programmatically through which ads are bought and sold to advertisers in real-time. This happens within the blink of an eye when users are visiting websites or using applications; advertisers bid for impressions with a certain amount of money depending on how much value they attribute to the given position to the specific user base. RTB enables advertisers to use information that helps in presenting relevant advertisements hence optimizing the ad money.

For real-time bidding growth, companies are now exploring data analysis, artificial intelligence, and machine learning to improve targeting and bid optimization. This way the audience might be segmented effectively using the first and third-party data and thus the advertising experience might hit the right chords. Further, bridging the gap across different advertising channels such as mobile, video, and connected TV adds up to the comprehensive channel consumers’ communication, hence enhancing overall consumer engagement and, therefore, improving ROI.

On August 23, 2021, Channel 4 announced the launch real-time bidding on All 4 Private Marketplace, a new advertising innovation that enables brands to buy digital advertising space around All 4’s 14,500 hours of premium content via private programmatic auction for the first time.

Real-Time Bidding Market Trends

This section discusses the key market trends influencing the various segments of the Real-Time Bidding market as identified by our research experts.

Open Auction Transforms Real-Time Bidding Industry

Based on the auction type, the market is segmented into open auctions, and invitation auction. The open auction held a significant share of the market in 2023. They offer advertisers a transparent and efficient platform from which to bid for digital advertising space in real time. They are cost-effective, flexible in budgeting and bidding, provide access to multiple audiences, and are available on the web, applications, and other platforms. The modularity of open auctions makes the technology more attractive to more brands since they can make further placements of RTB ad buys based on real-time performance data and thus improve the relevance of advertising. For example, in June 2023, Czech company Caroda, in collaboration with the South African branch of Adform and media agency Trina Marketing, launched the first open marketplace in the in-store Digital-Out-Of-Home (DOOH) advertising network in South Africa. This is being taken forward via a programmatic open auction.

North America leads the market.

North America held a dominant share of the market in 2023. This is mainly due to the digital advertising environment and high spending on advertising. Adding to this, this area represents high Internet connectivity and a high degree of mobile communication adoption that boosts the need for programmatic ad systems. This is especially the case as brands look for effective means of targeting specific consumers; with RTB technologies thus enabling the bidding of ads-inventory in real-time, in proportion to performance and cost. Moreover, the market contains a significant number of advertising technology companies that drive innovation in the RTB market because of data-driven marketing.

In December 2022, The Out of Home Advertising Association of America partnered with Outsmart (its UK-based counterpart) and IAB Tech Labs to create a standard for real-time bidding in DOOH advertising called OpenRTB.

Real-Time Bidding Industry Overview

The Real-Time Bidding market is competitive, with several global and international players. The key players are adopting different growth strategies to enhance their market presence, such as partnerships, agreements, collaborations, new product launches, geographical expansions, and mergers and acquisitions. Some of the major players operating in the market are Microsoft, Adobe (Adobe Advertising Cloud), The Trade Desk, Google (Google Ad Manager), Criteo, YANDEX LLC, Verve Group, Inc., Digital Turbine, Inc., SmartyAds, Zeta Global Corp.

Real-Time Bidding Market News

On September 07, 2023: Google Ads announced that they intend to move primarily towards real-time bidding auctions for apps. Real-time bidding typically improves advertiser ROI, creating incentives for more advertising expenditure and, in turn, more monetization opportunities for publishers, benefiting the overall health of the ecosystem.

In June 2021, Auction Technology Group plc (LON:ATG), the operator of the world’s leading marketplaces for curated online auctions, announced the proposed acquisition of LiveAuctioneers, one of North America’s favourite destinations for fine and decorative arts, antiques and luxury goods.

Real-Time Bidding Market Report Coverage

Reasons to buy this report:

• The study includes market sizing and forecasting analysis validated by authenticated key industry experts.
• The report presents a quick review of overall industry performance at one glance.
• The report covers an in-depth analysis of prominent industry peers with a primary focus on key business financials, product portfolios, expansion strategies, and recent developments.
• Detailed examination of drivers, restraints, key trends, and opportunities prevailing in the industry.
• The study comprehensively covers the market across different segments.
• Deep dive regional level analysis of the industry.

Customization Options:

The global Real-Time Bidding market can be customized further as per the requirement or any other market segment. Besides this, UMI understands that you may have your own business needs, hence feel free to contact us to get a report that completely suits your requirements.

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Research Methodology

Research Methodology for the Real-Time Bidding Market Analysis (2022-2032)

Analyzing the historical market, estimating the current market, and forecasting the future market of the global Real-Time Bidding market were the three major steps undertaken to create and analyze the adoption of Real-Time Bidding in major regions globally. Exhaustive secondary research was conducted to collect the historical market figures and estimate the current market size. Secondly, to validate these insights, numerous findings and assumptions were taken into consideration. Moreover, exhaustive primary interviews were also conducted with industry experts across the value chain of the global Real-Time Bidding market. Post assumption and validation of market numbers through primary interviews, we employed a top-down/bottom-up approach to forecasting the complete market size. Thereafter, market breakdown and data triangulation methods were adopted to estimate and analyze the market size of segments and sub-segments of the industry. Detailed methodology is explained below:

Analysis of Historical Market Size

Step 1: In-Depth Study of Secondary Sources:

A detailed secondary study was conducted to obtain the historical market size of the Real-Time Bidding market through company internal sources such as annual reports & financial statements, performance presentations, press releases, etc., and external sources including journals, news & articles, government publications, competitor publications, sector reports, third-party database, and other credible publications.

Step 2: Market Segmentation:

After obtaining the historical market size of the Real-Time Bidding market, we conducted a detailed secondary analysis to gather historical market insights and share for different segments & sub-segments for major regions. Major segments are included in the report as auction type, format, device, application, and regions. Further country-level analysis were conducted to evaluate the overall adoption of testing models in that region.

Step 3: Factor Analysis:

After acquiring the historical market size of different segments and sub-segments, we conducted a detailed factor analysis to estimate the current market size of the Real-Time Bidding market. Further, we conducted factor analysis using dependent and independent variables such as auction type, format, device, application, and regions of the Real-Time Bidding market. A thorough analysis was conducted for demand and supply-side scenarios considering top partnerships, mergers and acquisitions, business expansion, and product launches in the Real-Time Bidding market sector across the globe.

Current Market Size Estimate & Forecast

Current Market Sizing: Based on actionable insights from the above 3 steps, we arrived at the current market size, key players in the global Real-Time Bidding market, and market shares of the segments. All the required percentage shares split, and market breakdowns were determined using the above-mentioned secondary approach and were verified through primary interviews.

Estimation & Forecasting: For market estimation and forecast, weights were assigned to different factors including drivers & trends, restraints, and opportunities available for the stakeholders. After analyzing these factors, relevant forecasting techniques i.e., the top-down/bottom-up approach were applied to arrive at the market forecast for 2032 for different segments and sub-segments across the major markets globally. The research methodology adopted to estimate the market size encompasses:

• The industry’s market size, in terms of revenue (USD) and the adoption rate of the Real-Time Bidding market across the major markets domestically
• All percentage shares, splits, and breakdowns of market segments and sub-segments
• Key players in the global Real-Time Bidding market in terms of products offered. Also, the growth strategies adopted by these players to compete in the fast-growing market

Market Size and Share Validation

Primary Research: In-depth interviews were conducted with the Key Opinion Leaders (KOLs) including Top Level Executives (CXO/VPs, Sales Head, Marketing Head, Operational Head, Regional Head, Country Head, etc.) across major regions. Primary research findings were then summarized, and statistical analysis was performed to prove the stated hypothesis. Inputs from primary research were consolidated with secondary findings, hence turning information into actionable insights.

Split of Primary Participants in Different Regions

Market Engineering

The data triangulation technique was employed to complete the overall market estimation and to arrive at precise statistical numbers for each segment and sub-segment of the global Real-Time Bidding market. Data was split into several segments and sub-segments after studying various parameters and trends in the auction type, format, device, application, and regions of the global Real-Time Bidding market.

The main objective of the Global Real-Time Bidding Market Study

The current & future market trends of the global Real-Time Bidding market were pinpointed in the study. Investors can gain strategic insights to base their discretion for investments on the qualitative and quantitative analysis performed in the study. Current and future market trends determined the overall attractiveness of the market at a regional level, providing a platform for the industrial participant to exploit the untapped market to benefit from a first-mover advantage. Other quantitative goals of the studies include:

• Analyze the current and forecast market size of the Real-Time Bidding market in terms of value (USD). Also, analyze the current forecast and market size of different segments and sub-segments.
• Segments in the study include areas of auction type, format, device, application, and regions.
• Define and analyze the regulatory framework for the Real-Time Bidding
• Analyze the value chain involved with the presence of various intermediaries, along with analyzing customer and competitor behaviors of the industry.
• Analyze the current and forecast market size of the Real-Time Bidding market for the major region.
• Major countries of regions studied in the report include Asia Pacific, Europe, North America, and the Rest of the World
• Company profiles of the Real-Time Bidding market and the growth strategies adopted by the market players to sustain the fast-growing market.
• Deep dive regional level analysis of the industry

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