Table of Content

1 INTRODUCTION 14
1.1 OBJECTIVES OF THE STUDY 14
1.2 MARKET DEFINITION 14
1.3 MARKET SCOPE 15
1.3.1 MARKET SEGMENTATION 15
1.3.2 REGIONS COVERED 15
1.4 YEARS CONSIDERED FOR THE STUDY 16
1.5 CURRENCY CONSIDERED 16
1.6 STAKEHOLDERS 17

2 RESEARCH METHODOLOGY 18
2.1 RESEARCH DATA 18
2.1.1 SECONDARY DATA 19
2.1.2 PRIMARY DATA 19
2.1.2.1 Breakup of primary participants’ profiles 19
2.1.2.2 Key industry insights 20
2.2 MARKET BREAKUP AND DATA TRIANGULATION 21
2.3 MARKET SIZE ESTIMATION 21
2.3.1 TOP-DOWN APPROACH 22
2.3.2 BOTTOM-UP APPROACH 22
2.4 MARKET FORECAST 23
2.5 ASSUMPTIONS FOR THE STUDY 24
2.6 LIMITATIONS OF THE STUDY 24

3 EXECUTIVE SUMMARY 25

4 PREMIUM INSIGHTS 29
4.1 ATTRACTIVE OPPORTUNITIES IN THE REAL-TIME BIDDING MARKET 29
4.2 REAL-TIME BIDDING MARKET: TOP 3 APPLICATIONS 29
4.3 REAL-TIME BIDDING MARKET: TOP 3 APPLICATIONS AND REGIONS 30
4.4 REAL-TIME BIDDING MARKET, BY APPLICATION 30

5 MARKET OVERVIEW AND INDUSTRY TRENDS 32
5.1 INTRODUCTION 32
5.2 MARKET DYNAMICS 32
5.2.1 DRIVERS 33
5.2.1.1 Growing internet penetration and increase in the number of smartphone users 33
5.2.1.2 Improved campaign performance and increased RoI 33
5.2.2 RESTRAINTS 34
5.2.2.1 Data privacy policies and regulations 34
5.2.3 OPPORTUNITIES 34
5.2.3.1 Increasing use of AI and ML in RTB 34
5.2.3.2 Increasing budgets for digital display advertising 34
5.2.4 CHALLENGES 35
5.2.4.1 Challenges associated with mobile advertisement frauds 35
5.2.4.2 Issues related to transparency 35
5.2.4.3 Concerns related to ad block and skip ad functionality 35
5.3 REGULATORY IMPLICATIONS 35
5.3.1 GENERAL DATA PROTECTION REGULATION (GDPR) 35
5.3.2 DATA PROTECTION AUTHORITY (DPA) 36
5.3.3 INFORMATION TECHNOLOGY (IT) ACT, 2000 36
5.4 REGULATORY ASSOCIATIONS 36
5.4.1 ADVERTISING STANDARDS AUTHORITY (ASA) 36
5.4.2 DIGITAL ADVERTISING ALLIANCE (DAA) 36
5.4.3 EUROPEAN ADVERTISING STANDARDS ALLIANCE (EASA) 36
5.4.4 AUSTRALIAN COMPETITION AND CONSUMER COMMISSION (ACCC) 36
5.4.5 NETWORK ADVERTISING INITIATIVE (NAI) 37
5.5 USE CASES 37
5.5.1 USE CASE: SCENARIO 1 37
5.5.2 USE CASE: SCENARIO 2 37
5.5.3 USE CASE: SCENARIO 3 38
5.5.4 USE CASE: SCENARIO 4 38
5.5.5 USE CASE: SCENARIO 5 39

6 REAL-TIME BIDDING MARKET, BY AUCTION TYPE 40
6.1 INTRODUCTION 41
6.2 OPEN AUCTION 42
6.2.1 GROWING TREND OF DIGITAL DISPLAY ADVERTISING TO DRIVE THE DEMAND FOR OPEN AUCTION 42
6.3 INVITED AUCTION 43
6.3.1 INVITED AUCTION TO BECOME CRUCIAL IN PROVIDING MORE CONTROL FOR PUBLISHERS OVER AD INVENTORY 43

7 REAL-TIME BIDDING MARKET, BY AD FORMAT 44
7.1 INTRODUCTION 45
7.2 RTB IMAGE 46
7.2.1 GROWING DEMAND FOR RTB IMAGE FORMAT TO EFFECTIVELY DELIVER THE ADVERTISING MESSAGE 46
7.3 RTB VIDEO 47
7.3.1 RTB VIDEO IS THE MOST POWERFUL WAY TO ENGAGE TARGET AUDIENCE 47

8 REAL-TIME BIDDING MARKET, BY APPLICATION 48
8.1 INTRODUCTION 49
8.2 MEDIA AND ENTERTAINMENT 50
8.2.1 NEED FOR IMPROVING AD PERFORMANCE AND REDUCING MEDIA WASTAGE TO DRIVE THE MEDIA COMPANIES TO INVEST IN RTB 50
8.3 GAMES 51
8.3.1 RTB IS BECOMING A BIGGER PART OF GAMES FOR ADVERTISING 51
8.4 RETAIL AND ECOMMERCE 51
8.4.1 REAL-TIME BIDDING TO PROVIDE BETTER TARGETING CAPABILITIES FOR IMPROVING AD PERFORMANCE AND ENGAGING POTENTIAL CUSTOMERS 51
8.5 TRAVEL AND LUXURY 52
8.5.1 RTB HELPING TRAVEL AND LUXURY ENTERPRISES TO EFFECTIVELY EXPAND THEIR REACH AND INCREASE THEIR VISIBILITY OF OFFERS 52
8.6 MOBILE APPS 53
8.6.1 RTB PROMOTING MOBILE APPS TO USERS BASED ON THEIR INTERESTS 53
8.7 OTHERS 53

9 REAL-TIME BIDDING MARKET, BY DEVICE 55
9.1 INTRODUCTION 56
9.2 MOBILES 57
9.2.1 MOBILE DEVICES TO DRIVE THE ADOPTION OF REAL-TIME BIDDING PLATFORMS AND SOLUTIONS 57
9.3 DESKTOPS 57
9.3.1 VIDEO ADVERTISING BECOMES A SIGNIFICANT COMPONENT OF DIGITAL ADVERTISING STRATEGY FOR DESKTOPS 57
9.4 OTHERS 58

10 REAL-TIME BIDDING MARKET, BY REGION 59
10.1 INTRODUCTION 60
10.2 NORTH AMERICA 62
10.2.1 UNITED STATES 66
10.2.1.1 Increase in use of internet applications to boost the demand for RTB solutions across the United States 66
10.2.2 CANADA 66
10.2.2.1 Increasing focus on digital ad campaigns to fuel the adoption of RTB solutions in Canada 66
10.3 EUROPE 66
10.3.1 UNITED KINGDOM 69
10.3.1.1 Advertisers’ increasing focus on digital display advertisement to drive the adoption of RTB platforms and solutions in the United Kingdom 69
10.3.2 FRANCE 69
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 69
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10.3.3 GERMANY 70
10.3.3.1 Demand for mobile programmatic advertisement to drive the growth of RTB market in Germany 70
10.3.4 REST OF EUROPE 70
10.4 ASIA PACIFIC 70
10.4.1 CHINA 74
10.4.1.1 Growing internet users and improvements in advertising industry to drive the RTB market 74
10.4.2 JAPAN 74
10.4.2.1 Growing investments of RTB solution providers in the region to drive the growth of RTB market in Japan 74
10.4.3 AUSTRALIA 74
10.4.3.1 Increasing investments in digital advertising to fuel the adoption of RTB solutions in Australia 74
10.4.4 REST OF ASIA PACIFIC 74
10.5 MIDDLE EAST AND AFRICA 75
10.5.1 UNITED ARAB EMIRATES (UAE) 77
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 77
10.5.2 ISRAEL 78
10.5.2.1 Increasing adoption of advanced technologies to fuel the need for RTB technology 78
10.5.3 REST OF MIDDLE EAST AND AFRICA 78
10.6 LATIN AMERICA 78
10.6.1 BRAZIL 81
10.6.1.1 Emerging technology trends in Brazil to drive the growth of the RTB market in the coming years 81
10.6.2 MEXICO 81
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 81
10.6.3 REST OF LATIN AMERICA 81

11 COMPETITIVE LANDSCAPE 82
11.1 OVERVIEW 82
11.2 COMPETITIVE LEADERSHIP MAPPING 82
11.2.1 VISIONARIES 82
11.2.2 INNOVATORS 82
11.2.3 DYNAMIC DIFFERENTIATORS 82
11.2.4 EMERGING COMPANIES 82
11.3 STRENGTH OF PRODUCT PORTFOLIO 84
11.4 BUSINESS STRATEGY EXCELLENCE 85
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12 COMPANY PROFILES 86
12.1 GOOGLE 86
(Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View)*
12.2 WPP 89
12.3 ADOBE 92
12.4 FACEBOOK 95
12.5 CRITEO 98
12.6 SMAATO 100
12.7 YANDEX 102
12.8 RUBICON PROJECT 104
12.9 PUBMATIC 106
12.10 SALESFORCE 108
12.11 MEDIAMATH 110
12.12 MOPUB 110
12.13 APPNEXUS (A XANDR COMPANY) 110
12.14 PLATFORM ONE 111
12.15 VERIZON MEDIA 111
12.16 MATCH2ONE 112
*Details on Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View might not be captured in case of unlisted companies.
13 APPENDIX 113
13.1 INSIGHTS OF INDUSTRY EXPERTS 113
13.2 DISCUSSION GUIDE 114
13.3 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 119
13.4 AVAILABLE CUSTOMIZATIONS 121
13.5 RELATED REPORTS 121
13.6 AUTHOR DETAILS 122



List of Figures



FIGURE 1 GLOBAL REAL-TIME BIDDING MARKET: RESEARCH DESIGN 18
FIGURE 2 REAL-TIME BIDDING MARKET: TOP-DOWN AND BOTTOM-UP APPROACHES 22
FIGURE 3 NORTH AMERICA TO ACCOUNT FOR THE HIGHEST MARKET SHARE IN 2019 26
FIGURE 4 REAL-TIME BIDDING MARKET SNAPSHOT, BY AUCTION TYPE, 2018 27
FIGURE 5 REAL-TIME BIDDING MARKET SNAPSHOT, BY AD FORMAT, 2018 27
FIGURE 6 REAL-TIME BIDDING MARKET SNAPSHOT, BY APPLICATION, 2018 27
FIGURE 7 REAL-TIME BIDDING MARKET SNAPSHOT, BY DEVICE, 2018 28
FIGURE 8 GROWING USE OF SMARTPHONES TO DRIVE THE ADOPTION OF REAL-TIME BIDDING 29
FIGURE 9 RETAIL AND ECOMMERCE APPLICATION TO HAVE THE HIGHEST CAGR DURING THE FORECAST PERIOD 29
FIGURE 10 RETAIL AND ECOMMERCE APPLICATION, AND NORTH AMERICA TO ACCOUNT FOR THE HIGHEST MARKET SHARES IN THE REAL-TIME BIDDING MARKET IN 2019 30
FIGURE 11 BANKING, FINANCIAL SERVICES, AND INSURANCE APPLICATION TO REGISTER THE HIGHEST MARKET SHARE IN 2019 30
FIGURE 12 MARKET INVESTMENT SCENARIO: ASIA PACIFIC TO BE THE BEST REGION FOR INVESTMENTS DURING THE FORECAST PERIOD 31
FIGURE 13 DRIVERS, RESTRAINTS, OPPORTUNITIES, AND CHALLENGES: REAL-TIME BIDDING MARKET 32
FIGURE 14 MOBILE PHONE INTERNET USER PENETRATION WORLDWIDE (2014–2019) 33
FIGURE 15 OPEN AUCTION TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD 41
FIGURE 16 RTB VIDEO SEGMENT TO RECORD A HIGHER CAGR DURING THE FORECAST PERIOD 45
FIGURE 17 RETAIL AND ECOMMERCE APPLICATION TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 50
FIGURE 18 MOBILES SEGMENT TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 56
FIGURE 19 ASIA PACIFIC TO REGISTER THE HIGHEST CAGR DURING THE FORECAST PERIOD 60
FIGURE 20 JAPAN TO REGISTER THE HIGHEST CAGR DURING THE FORECAST PERIOD 61
FIGURE 21 ASIA PACIFIC TO ACCOUNT FOR THE HIGHEST CAGR DURING THE FORECAST PERIOD 61
FIGURE 22 NORTH AMERICA: MARKET SNAPSHOT 63
FIGURE 23 RETAIL AND ECOMMERCE APPLICATION TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD 63
FIGURE 24 RETAIL AND ECOMMERCE TO ACCOUNT FOR THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD 67
FIGURE 25 ASIA PACIFIC: MARKET SNAPSHOT 71
FIGURE 26 RETAIL AND ECOMMERCE TO ACCOUNT FOR THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD 72
FIGURE 27 RETAIL AND ECOMMERCE TO ACCOUNT FOR THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD 75
FIGURE 28 RETAIL AND ECOMMERCE TO ACCOUNT FOR THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD 79
FIGURE 29 REAL-TIME BIDDING MARKET (GLOBAL) COMPETITIVE LEADERSHIP
MAPPING, 2019 83
FIGURE 30 GOOGLE: COMPANY SNAPSHOT 86
FIGURE 31 SWOT ANALYSIS: GOOGLE 88
FIGURE 32 WPP: COMPANY SNAPSHOT 89
FIGURE 34 ADOBE: COMPANY SNAPSHOT 92
FIGURE 35 SWOT ANALYSIS: ADOBE 94
FIGURE 36 FACEBOOK: COMPANY SNAPSHOT 95
FIGURE 37 SWOT ANALYSIS: FACEBOOK 96
FIGURE 38 CRITEO: COMPANY SNAPSHOT 98
FIGURE 39 YANDEX: COMPANY SNAPSHOT 102
FIGURE 40 RUBICON PROJECT: COMPANY SNAPSHOT 104
FIGURE 41 SALESFORCE: COMPANY SNAPSHOT 108

 

List of Tables



TABLE 1 UNITED STATES DOLLAR EXCHANGE RATE, 2015–2017 16
TABLE 2 FACTOR ANALYSIS 23
TABLE 3 GLOBAL REAL-TIME BIDDING MARKET SIZE AND GROWTH 2017–2024 (USD MILLION, Y-O-Y %) 26
TABLE 4 REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE, 2017–2024 (USD MILLION) 41
TABLE 5 OPEN AUCTION: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 42
TABLE 6 INVITED AUCTION: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 43
TABLE 7 REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT, 2017–2024 (USD MILLION) 45
TABLE 8 RTB IMAGE: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 46
TABLE 9 RTB VIDEO: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 47
TABLE 10 REAL-TIME BIDDING MARKET SIZE, BY APPLICATION, 2017–2024 (USD MILLION) 49
TABLE 11 MEDIA AND ENTERTAINMENT: REAL-TIME BIDDING MARKET SIZE, BY REGION, 2017–2024 (USD MILLION) 50
TABLE 12 GAMES: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 51
TABLE 13 RETAIL AND ECOMMERCE: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 52
TABLE 14 TRAVEL AND LUXURY: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 52
TABLE 15 MOBILE APPS: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 53
TABLE 16 OTHERS: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 54
TABLE 17 REAL-TIME BIDDING MARKET SIZE, BY DEVICE, 2017–2024 (USD MILLION) 56
TABLE 18 MOBILE: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 57
TABLE 19 DESKTOPS: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 58
TABLE 20 OTHERS: REAL-TIME BIDDING MARKET SIZE, BY REGION 2017–2024 (USD MILLION) 58
TABLE 21 REAL-TIME BIDDING MARKET SIZE, BY REGION, 2017–2024 (USD MILLION) 61
TABLE 22 TOTAL MEDIA AD SPENDING IN NORTH AMERICA, 2017–2024 (USD BILLION) 62
TABLE 23 NORTH AMERICA: REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE 2017–2024 (USD MILLION) 64
TABLE 24 NORTH AMERICA: REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT 2017–2024 (USD MILLION) 64
TABLE 25 NORTH AMERICA: REAL-TIME BIDDING MARKET SIZE, BY APPLICATION 2017–2024 (USD MILLION) 64
TABLE 26 NORTH AMERICA: REAL-TIME BIDDING MARKET SIZE, BY DEVICE 2017–2024 (USD MILLION) 65
TABLE 27 NORTH AMERICA: REAL-TIME BIDDING MARKET SIZE, BY COUNTRY 2017–2024 (USD MILLION) 65
TABLE 28 TOTAL MEDIA AD SPENDING IN EUROPE, 2017–2024 (USD BILLION) 67
TABLE 29 EUROPE: REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE
2017–2024 (USD MILLION) 67
TABLE 30 EUROPE: REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT 2017–2024 (USD MILLION) 68
TABLE 31 EUROPE: REAL-TIME BIDDING MARKET SIZE, BY APPLICATION 2017–2024 (USD MILLION) 68
TABLE 32 EUROPE: REAL-TIME BIDDING MARKET SIZE, BY DEVICE 2017–2024 (USD MILLION) 68
TABLE 33 EUROPE: REAL-TIME BIDDING MARKET SIZE, BY COUNTRY 2017–2024 (USD MILLION) 69
TABLE 34 TOTAL MEDIA AD SPENDING IN ASIA PACIFIC, 2017–2024 (USD BILLION) 70
TABLE 35 ASIA PACIFIC: REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE 2017–2024 (USD MILLION) 72
TABLE 36 ASIA PACIFIC: REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT 2017–2024 (USD MILLION) 72
TABLE 37 ASIA PACIFIC: REAL-TIME BIDDING MARKET SIZE, BY APPLICATION 2017–2024 (USD MILLION) 73
TABLE 38 ASIA PACIFIC: REAL-TIME BIDDING MARKET SIZE, BY DEVICE 2017–2024 (USD MILLION) 73
TABLE 39 ASIA PACIFIC: REAL-TIME BIDDING MARKET SIZE, BY COUNTRY 2017–2024 (USD MILLION) 73
TABLE 40 TOTAL MEDIA AD SPENDING IN MIDDLE EAST AND AFRICA 2017–2024 (USD BILLION) 75
TABLE 41 MIDDLE EAST AND AFRICA: REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE, 2017–2024 (USD MILLION) 75
TABLE 42 MIDDLE EAST AND AFRICA: REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT, 2017–2024 (USD MILLION) 76
TABLE 43 MIDDLE EAST AND AFRICA: REAL-TIME BIDDING MARKET SIZE, BY APPLICATION, 2017–2024 (USD MILLION) 76
TABLE 44 MIDDLE EAST AND AFRICA: REAL-TIME BIDDING MARKET SIZE, BY DEVICE 2017–2024 (USD MILLION) 77
TABLE 45 MIDDLE EAST AND AFRICA: REAL-TIME BIDDING MARKET SIZE, BY COUNTRY, 2017–2024 (USD MILLION) 77
TABLE 46 TOTAL MEDIA AD SPENDING IN LATIN AMERICA, 2017–2024 (USD BILLION) 78
TABLE 47 LATIN AMERICA: REAL-TIME BIDDING MARKET SIZE, BY AUCTION TYPE 2017–2024 (USD MILLION) 79
TABLE 48 LATIN AMERICA: REAL-TIME BIDDING MARKET SIZE, BY AD FORMAT 2017–2024 (USD MILLION) 79
TABLE 49 LATIN AMERICA: REAL-TIME BIDDING MARKET SIZE, BY APPLICATION 2017–2024 (USD MILLION) 80
TABLE 50 LATIN AMERICA: REAL-TIME BIDDING MARKET SIZE, BY DEVICE 2017–2024 (USD MILLION) 80
TABLE 51 LATIN AMERICA: REAL-TIME BIDDING MARKET SIZE, BY COUNTRY 2017–2024 (USD MILLION) 80