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The global real-time bidding market was valued at USD 10.91 Billion in 2022 and grew at a CAGR of 19.21% from 2023 to 2032. The market is expected to reach USD 63.23 Billion by 2032. The demand for real-time bidding is increasing among media and entertainment, retail and e-commerce, travel and luxury applications. Further, increasing investment in advertisement and marketing by regional agencies will provide lucrative opportunities to the market.
Real-time bidding, a form of programmatic advertising, enables the purchasing and selling digital ads in real-time. A real-time auction is held when visitors visit a website or mobile app, where advertisers bid and compete for an ad space. Real-time bidding often improves the effectiveness of programmatic ad buying and selling. Creating insertion orders, requests for bids, quotes, and discussions all take time in traditional advertising. Thanks to real-time bidding, advertisers may buy and place advertising quickly and with more control. For marketers, real-time bidding enables quicker and more effective purchasing. They have more control over their purchasing, which reduces wasted ad impressions by presenting advertising to appropriate audiences and lowering the chance of ad fraud, making it both cost-effective and efficient.
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Increasing use of real-time bidding in different verticals: Businesses can now optimize the advertising process more than ever due to technology and data. Real-time bidding aims to specifically target people or smaller groups of potential clients rather than casting a vast net. Compared to more conventional forms of advertising, these strategies have a greater conversion rate or success rate, enabling advertisers to reduce costs and produce more successful campaigns. A RTB platform enables each ad impression to be auctioned off to the highest bidder rather than sold in bulk. This gives an advertiser much greater control over who sees their online ads because the impression and, by extension, the audience for the advertisement is no longer restricted by a user's location or browser type.
Comprising of user data: The main disadvantage of real-time bidding is that publishers must share user information with advertisers to deliver appropriate advertising at all times. Many organizations are unwilling to share real-time data and find it difficult to update the dataset constantly. Many organizations need to be aware of the misuse of their user data, constraining the market's expansion.
Increasing growth of the media and entertainment industry: The media and entertainment sector is vast and consists of distinct verticals or divisions. These divisions are integrated to meet the rising demand for entertainment and information. Digitization, the globalization of services, rising internet usage, reasonably priced internet data plans, and the availability of many platforms have all changed this industry in recent years. This industry is growing, and it is predicted to do so much more quickly than the average rate for the world. FDI inflows, government initiatives, mergers and acquisitions, increased internet demand, cost-effective internet plans, and the ubiquity of OTT platforms have caused this rise.
The regions analyzed for the market include North America, Europe, South America, Asia Pacific, the Middle East, and Africa. North America emerged as the most significant real-time bidding market, with a 41.29% market revenue share in 2022.
North America region will account for the largest market share with revenue growth. Nations such as the U.S., Canada and Mexico have a tremendous demand for real-time bidding due to growing usage in the e-commerce and retail industry. Further, the rising investment in the media and entertainment in the region is providing lucrative opportunities for the market. Many organizations are advertising through online content as a high number of smartphone users will lead to high adoption of real-time bidding.
North American region Real-Time Bidding Market Share in 2022 - 41.29%
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The advertisement format segment is divided into RTB image and RTB video. The RTB video segment dominated the market, with a share of around 64.02% in 2022. RTB video is becoming an invaluable tool for audience engagement and brand promotion. Videos are used by more than 86% of organizations in their marketing campaigns. Video advertisements can play in a separate video player or with already-existing video material, depending on the type.
The auction segment is divided into open auction and invited auction. The open auction segment dominated the market, with a share of around 68.21% in 2022. Any publisher or advertiser may join an open auction, where bidding determines real-time inventory prices. Marketers bid against each other for the available media they want when publishers provide their media inventory in an ad exchange at a set minimum cost per thousand pricing.
The application segment is divided into mobile apps, media & entertainment, retail & e-commerce, travel & luxury, education and others. The retail & e-commerce segment dominated the market, with a share of around 35.04% in 2022. The varied retail and e-commerce business sector stands to gain the most from this sales-boosting advertising strategy. The RTB sector benefits from consumer needs in e-commerce and online retail transactions. Many companies use RTB videos and images to increase customer engagement with their portals.
The device segment is divided into mobiles, desktops and others. The mobile segment dominated the market, with a share of around 49.84% in 2022. Mobile has emerged as a major area of interest for marketers due to the rise in smartphone and mobile Internet usage. Mobile advertising has already been investigated in several ways and with several models and is vastly used for real-time bidding.
Report Description:
| Attribute | Description |
|---|---|
| Market Size | Revenue (USD Billion) |
| Market size value in 2022 | USD 10.91 Billion |
| Market size value in 2032 | USD 63.23 Billion |
| CAGR (2023 to 2032) | 19.21% |
| Historical data | 2019-2021 |
| Base Year | 2022 |
| Forecast | 2023-2032 |
| Region | The regions analyzed for the market are Asia Pacific, Europe, South America, North America, and Middle East & Africa. Furthermore, the regions are further analyzed at the country level. |
| Segments | Advertisement Format, Auction, Application and Device |
As per The Brainy Insights, the size of the real-time bidding market was valued USD 10.91 billion in 2022 to USD 63.23 billion by 2032.
Global real-time bidding market is growing at a CAGR of 19.21% during the forecast period 2023-2032.
North America region emerged as the largest market for the real-time bidding.
The market's growth will be influenced by the rising usage of real-time bidding in different applications.
The lack of user data privacy can hamper the market growth.
The rising growth of media and entertainment industry is providing lucrative opportunities to the market.
Key players are Google, WPP, Adobe, Criteo, Facebook, Smaato, PubMatic, Rubicon Project, Yandex, MediaMath, Salesforce, AppNexus, Verizon Media, MoPub, Platform One among others.
1. Introduction
1.1. Objectives of the Study
1.2. Market Definition
1.3. Research Scope
1.4. Currency
1.5. Key Target Audience
2. Research Methodology and Assumptions
3. Executive Summary
4. Premium Insights
4.1. Porter’s Five Forces Analysis
4.2. Value Chain Analysis
4.3. Top Investment Pockets
4.3.1. Market Attractiveness Analysis by Advertisement Format
4.3.2. Market Attractiveness Analysis by Auction
4.3.3. Market Attractiveness Analysis by Application
4.3.4. Market Attractiveness Analysis by Device
4.3.5. Market Attractiveness Analysis by Region
4.4. Industry Trends
5. Market Dynamics
5.1. Market Evaluation
5.2. Drivers
5.2.1. Increasing usage of real-time bidding in different applications
5.3. Restraints
5.3.1. Data privacy issues
5.4. Opportunities
5.4.1. Increasing investment in programmatic advertising
5.5. Challenges
5.5.1. Regulatory compliance
6. Global Real-Time Bidding Market Analysis and Forecast, By Advertisement Format
6.1. Segment Overview
6.2. RTB Image
6.3. RTB Video
7. Global Real-Time Bidding Market Analysis and Forecast, By Auction
7.1. Segment Overview
7.2. Open Auction
7.3. Invited Auction
8. Global Real-Time Bidding Market Analysis and Forecast, By Application
8.1. Segment Overview
8.2. Mobile Apps
8.3. Media & Entertainment
8.4. Retail & E-commerce
8.5. Travel & Luxury
8.6. Education
8.7. Others
9. Global Real-Time Bidding Market Analysis and Forecast, By Device
9.1. Segment Overview
9.2. Mobiles
9.3. Desktops
9.4. Others
10. Global Real-Time Bidding Market Analysis and Forecast, By Regional Analysis
10.1. Segment Overview
10.2. North America
10.2.1. U.S.
10.2.2. Canada
10.2.3. Mexico
10.3. Europe
10.3.1. Germany
10.3.2. France
10.3.3. U.K.
10.3.4. Italy
10.3.5. Spain
10.4. Asia-Pacific
10.4.1. Japan
10.4.2. China
10.4.3. India
10.5. South America
10.5.1. Brazil
10.6. Middle East and Africa
10.6.1. UAE
10.6.2. South Africa
11. Global Real-Time Bidding Market-Competitive Landscape
11.1. Overview
11.2. Market Share of Key Players in the Real-Time Bidding Market
11.2.1. Global Company Market Share
11.2.2. North America Company Market Share
11.2.3. Europe Company Market Share
11.2.4. APAC Company Market Share
11.3. Competitive Situations and Trends
11.3.1. Product Launches and Developments
11.3.2. Partnerships, Collaborations, and Agreements
11.3.3. Mergers & Acquisitions
11.3.4. Expansions
12. Company Profiles
12.1. Google
12.1.1. Business Overview
12.1.2. Company Snapshot
12.1.3. Company Market Share Analysis
12.1.4. Company Product Portfolio
12.1.5. Recent Developments
12.1.6. SWOT Analysis
12.2. WPP
12.2.1. Business Overview
12.2.2. Company Snapshot
12.2.3. Company Market Share Analysis
12.2.4. Company Product Portfolio
12.2.5. Recent Developments
12.2.6. SWOT Analysis
12.3. Adobe
12.3.1. Business Overview
12.3.2. Company Snapshot
12.3.3. Company Market Share Analysis
12.3.4. Company Product Portfolio
12.3.5. Recent Developments
12.3.6. SWOT Analysis
12.4. Criteo
12.4.1. Business Overview
12.4.2. Company Snapshot
12.4.3. Company Market Share Analysis
12.4.4. Company Product Portfolio
12.4.5. Recent Developments
12.4.6. SWOT Analysis
12.5. Facebook
12.5.1. Business Overview
12.5.2. Company Snapshot
12.5.3. Company Market Share Analysis
12.5.4. Company Product Portfolio
12.5.5. Recent Developments
12.5.6. SWOT Analysis
12.6. Smaato
12.6.1. Business Overview
12.6.2. Company Snapshot
12.6.3. Company Market Share Analysis
12.6.4. Company Product Portfolio
12.6.5. Recent Developments
12.6.6. SWOT Analysis
12.7. PubMatic
12.7.1. Business Overview
12.7.2. Company Snapshot
12.7.3. Company Market Share Analysis
12.7.4. Company Product Portfolio
12.7.5. Recent Developments
12.7.6. SWOT Analysis
12.8. Rubicon Project
12.8.1. Business Overview
12.8.2. Company Snapshot
12.8.3. Company Market Share Analysis
12.8.4. Company Product Portfolio
12.8.5. Recent Developments
12.8.6. SWOT Analysis
12.9. Yandex
12.9.1. Business Overview
12.9.2. Company Snapshot
12.9.3. Company Market Share Analysis
12.9.4. Company Product Portfolio
12.9.5. Recent Developments
12.9.6. SWOT Analysis
12.10. MediaMath
12.10.1. Business Overview
12.10.2. Company Snapshot
12.10.3. Company Market Share Analysis
12.10.4. Company Product Portfolio
12.10.5. Recent Developments
12.10.6. SWOT Analysis
12.11. Salesforce
12.11.1. Business Overview
12.11.2. Company Snapshot
12.11.3. Company Market Share Analysis
12.11.4. Company Product Portfolio
12.11.5. Recent Developments
12.11.6. SWOT Analysis
12.12. AppNexus
12.12.1. Business Overview
12.12.2. Company Snapshot
12.12.3. Company Market Share Analysis
12.12.4. Company Product Portfolio
12.12.5. Recent Developments
12.12.6. SWOT Analysis
12.13. Verizon Media
12.13.1. Business Overview
12.13.2. Company Snapshot
12.13.3. Company Market Share Analysis
12.13.4. Company Product Portfolio
12.13.5. Recent Developments
12.13.6. SWOT Analysis
12.14. MoPub
12.14.1. Business Overview
12.14.2. Company Snapshot
12.14.3. Company Market Share Analysis
12.14.4. Company Product Portfolio
12.14.5. Recent Developments
12.14.6. SWOT Analysis
12.15. Platform One
12.15.1. Business Overview
12.15.2. Company Snapshot
12.15.3. Company Market Share Analysis
12.15.4. Company Product Portfolio
12.15.5. Recent Developments
12.15.6. SWOT Analysis
List of Table
1. Global Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
2. Global RTB Image, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
3. Global RTB Video, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
4. Global Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
5. Global Open Auction, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
6. Global Invited Auction, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
7. Global Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
8. Global Mobile Apps, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
9. Global Media & Entertainment, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
10. Global Retail & E-commerce, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
11. Global Travel & Luxury, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
12. Global Education, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
13. Global Others, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
14. Global Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
15. Global Mobiles, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
16. Global Desktops, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
17. Global Others, Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
18. Global Real-Time Bidding Market, By Region, 2019-2032 (USD Billion)
19. North America Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
20. North America Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
21. North America Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
22. North America Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
23. U.S. Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
24. U.S. Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
25. U.S. Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
26. U.S. Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
27. Canada Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
28. Canada Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
29. Canada Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
30. Canada Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
31. Mexico Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
32. Mexico Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
33. Mexico Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
34. Mexico Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
35. Europe Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
36. Europe Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
37. Europe Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
38. Europe Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
39. Germany Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
40. Germany Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
41. Germany Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
42. Germany Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
43. France Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
44. France Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
45. France Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
46. France Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
47. U.K. Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
48. U.K. Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
49. U.K. Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
50. U.K. Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
51. Italy Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
52. Italy Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
53. Italy Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
54. Italy Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
55. Spain Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
56. Spain Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
57. Spain Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
58. Spain Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
59. Asia Pacific Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
60. Asia Pacific Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
61. Asia Pacific Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
62. Asia Pacific Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
63. Japan Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
64. Japan Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
65. Japan Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
66. Japan Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
67. China Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
68. China Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
69. China Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
70. China Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
71. India Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
72. India Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
73. India Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
74. India Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
75. South America Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
76. South America Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
77. South America Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
78. South America Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
79. Brazil Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
80. Brazil Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
81. Brazil Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
82. BrazilReal-Time Bidding Market, By Device, 2019-2032 (USD Billion)
83. Middle East and Africa Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
84. Middle East and Africa Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
85. Middle East and Africa Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
86. Middle East and Africa Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
87. UAE Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
88. UAE Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
89. UAE Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
90. UAE Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
91. South Africa Real-Time Bidding Market, By Advertisement Format, 2019-2032 (USD Billion)
92. South Africa Real-Time Bidding Market, By Auction, 2019-2032 (USD Billion)
93. South Africa Real-Time Bidding Market, By Application, 2019-2032 (USD Billion)
94. South Africa Real-Time Bidding Market, By Device, 2019-2032 (USD Billion)
List of Figures
1. Global Real-Time Bidding Market Segmentation
2. Real-Time Bidding Market: Research Methodology
3. Market Size Estimation Methodology: Bottom-Up Approach
4. Market Size Estimation Methodology: Top-Down Approach
5. Data Triangulation
6. Porter’s Five Forces Analysis
7. Value Chain Analysis
8. Global Real-Time Bidding Market Attractiveness Analysis by Advertisement Format
9. Global Real-Time Bidding Market Attractiveness Analysis by Auction
10. Global Real-Time Bidding Market Attractiveness Analysis by Application
11. Global Real-Time Bidding Market Attractiveness Analysis by Device
12. Global Real-Time Bidding Market Attractiveness Analysis by Region
13. Global Real-Time Bidding Market: Dynamics
14. Global Real-Time Bidding Market Share by Advertisement Format (2022 & 2032)
15. Global Real-Time Bidding Market Share by Auction (2022 & 2032)
16. Global Real-Time Bidding Market Share by Application (2022 & 2032)
17. Global Real-Time Bidding Market Share by Device (2022 & 2032)
18. Global Real-Time Bidding Market Share by Regions (2022 & 2032)
19. Global Real-Time Bidding Market Share by Company (2022)
This study forecasts revenue at global, regional, and country levels from 2019 to 2032. The Brainy Insights has segmented the global real-time bidding market based on below mentioned segments:
Global Real-Time Bidding Market by Advertisement Format:
Global Real-Time Bidding Market by Auction:
Global Real-Time Bidding Market by Application:
Global Real-Time Bidding Market by Device:
Global Real-Time Bidding Market by Region:
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The data procurement stage involves in data gathering and collecting through various data sources.
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The supply side for a domain specific market is analysed by:
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In-house Library: Apart from these third-party sources, we have our in-house library of qualitative and quantitative information. Our in-house database includes market data for various industry and domains. These data are updated on regular basis as per the changing market scenario. Our library includes, historic databases, internal audit reports and archives.
Sometimes there are instances where there is no metadata or raw data available for any domain specific market. For those cases, we use our expertise to forecast and estimate the market size in order to generate comprehensive data sets. Our analyst team adopt a robust research technique in order to produce the estimates:
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This stage involves in finalization of the market size and numbers that we have collected from data integration step. With data interpolation, it is made sure that there is no gap in the market data. Successful trend analysis is done by our analysts using extrapolation techniques, which provide the best possible forecasts for the market.
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