Real-time bidding (RTB) is a process used in programmatic advertising in which advertising inventory (i.e., ad impressions) is bought and sold on a per-impression basis through instantaneous programmatic auctions. This process happens in less than a second, allowing for advertisers to place ads online in real-time.
When a user visits a website or app, a bid request is sent to an ad exchange, which then auctions off the ad impression to the highest bidder in real-time. The winning ad is then displayed to the user in the ad space on the website or app. This allows advertisers to reach more targeted audiences and only pay for impressions that meet their targeting criteria.
Real-Time Bidding Market Growth to hit $19.7 Billion, Globally, by 2030 at 19.40% CAGR
Real-time bidding has become increasingly popular in recent years due to its efficiency and effectiveness in reaching targeted audiences with relevant ads. It enables advertisers to reach a desired audience with personalized ads while minimizing waste of ad spend on impressions that are not likely to result in a conversion.
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The main aim of deploying digital devices is to improve interfaces in real-time web surfing and applications, significantly increasing data usage over wireless networks. This, along with the rising adoption of communication platforms, boosts the market growth. Additionally, the increasing demand for wireless data services for exchanging information, alongside the growing adoption of smart connected devices across the globe accelerate market growth.
Attractive advantages of real-time bidding technologies such as triggering bid request containing data about demographic information, internet usage history, location, and page loading time for an ad exchange, influence the market growth. The advent of advanced cell phones, tablets, and high-tech hand-held devices connected to wireless networks fosters the growth of the market. Additionally, spurring growth in the dramatically rising end-users encourages market demand.
On the other hand, technical and network issues are significant factors predicted to impede the growth of the market. Also, the lack of infrastructure poses challenges to the real-time bidding market growth especially in the developing region. Nevertheless, the availability of futuristic technologies would support market growth throughout the forecasted period.
Global Real-Time Bidding Market – Competitive Landscape
Highly competitive, the real-time bidding market appears fragmented due to the presence of several well-established players. To gain a competitive share, industry players are increasingly adopting strategies such as mergers acquisitions, collaboration, expansion, and product launch. The industry is intellectual property and technology-intensive, which challenges new entrants and small players.
To develop new solutions and cut down development costs time, these players form to collaborate and partner with other players. Technology providers use a variety of distributions channels and are increasingly engaging social media to generate inbound leads.
Global Real-Time Bidding Market – Regional Analysis
North America dominates the global real-time bidding market. The largest market share attributes to the strong presence of key RTB service providers in the region. Besides, the early adoption of bidding solutions creates a substantial demand in the real-time bidding market. The US, Canada, and Mexico are the leading countries in the region in terms of RTB services adoption. Moreover, high RD investments and technological advances increase the real-time bidding market size. The North American real-time bidding market is projected to retain its dominance throughout the estimated period.
Europe stands second in the global real-time bidding market. Market growth is driven by the spurting growth in end user industries, such as media entertainment, retail eCommerce, travel luxury, mobile apps, games, and others. Also, the increasing purchasing power and the penetration of bidding solutions substantiate the growth of the market. Moreover, well-established gaming sectors and the proliferating information technology fuels the regional market growth. The European real-time bidding market is expected to create a substantial revenue pocket during the review period.
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Major Players:
Players leading the global real-time bidding market include Facebook, Inc. (US), Google LLC (US), Adobe Inc. (US), Smaato, Inc. (US), PubMatic, Inc. (US), WPP PLC (UK), The Rubicon Project, Inc. (US), YANDEX LLC (Russia), Salesforce.com, Inc. (US), MEDIAMATH, INC. (US), Criteo (France), AppNexus (US), MoPub (US), Verizon Media (US), and Match2One AB (Sweden), among others.
Industry/ Innovation/ Related News:
July 30, 2020 ---- Taoping Inc. (China), a leading IT service management company, announced the upgrade of its Taoping Smart Cloud Platform to expand its business. With the upgraded Taoping Smart Cloud Platform, the company would accelerate the integration of offline scenes and online Internet interaction channels, open connection to third-party DSP, ADX Internet traffic platforms, and evaluate online and offline traffic interoperability through Real-Time Bidding (RTB) technology.
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