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Real-Time Bidding Market Report by Auction Type (Open Auction, Invitation-Auction), Advertisement Format (Video, Image), Application (Media & Entertainment, Retail and E-commerce, Games, Travel & Luxury, Mobile Applications, and Others), Device (Mobile, Desktop, and Others), and Region 2024-2032
Report Format: PDF+Excel | Report ID: SR112024A1847
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Real-Time Bidding Market Overview 2024-2032:
The global real-time bidding market size reached USD 15.8 Billion in 2023. Looking forward, IMARC Group expects the market to reach USD 81.1 Billion by 2032, exhibiting a growth rate (CAGR) of 19.4% during 2024-2032. At present, North America holds the largest share of the market due to the increasing digital ad spending, advancements in AI and data analytics for personalized targeting, and the widespread adoption of mobile and video ad formats across various industries seeking efficient, scalable advertising solutions.
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Report Attribute
|
Key Statistics
|
|---|---|
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Base Year
|
2023
|
|
Forecast Years
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2024-2032
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Historical Years
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2018-2023
|
| Market Size in 2023 | USD 15.8 Billion |
| Market Forecast in 2032 | USD 81.1 Billion |
| Market Growth Rate (2024-2032) | 19.4% |
Real-time bidding (RTB) refers to the process of buying and selling online advertisements, impressions or views through live, automated auctions. It is a crucial component of programmatic buying, where once the buyer wins an auction, his/her advertisement is instantly displayed on the publisher’s website. Instead of inventory-centric and bulk buying, real-time bidding mimics the functioning of the stock exchange and uses computer-based algorithms to make the trade in milliseconds. It enhances the effectiveness of advertising campaigns by analyzing demographics and behavioral data obtained from the internet, thus aiding in improved attribution accuracy, and greater transparency and profit margins, while reducing media wastage and overall costs.
Real-Time Bidding Market Trends:
Growing Digital Ad Spend
The rapid increase in digital ad spending is a major driver of the market, as advertisers seek more efficient ways to reach specific audiences. RTB enables advertisers to buy and sell ad space on an impression-by-impression basis, maximizing ad spend by targeting users in real-time based on their interests and behaviors. As digital media consumption grows, businesses are increasingly moving their budgets from traditional advertising channels to digital platforms, where RTB allows for precise audience segmentation. This transition is particularly noticeable in North America, where brands prioritize digital engagement strategies to improve ROI and streamline ad campaigns, making RTB a key component in achieving cost-effective advertising that aligns with user preferences.
Significant Advancements in AI and Data Analytics
The growing advancements in AI and data analytics technologies are increasing the overall real-time bidding market share, allowing advertisers to deliver highly personalized and relevant ads to users. Through machine learning algorithms, advertisers can analyze vast amounts of user data, such as browsing habits, preferences, and real-time behaviors, to predict the likelihood of engagement and conversion. This data-driven approach enhances the accuracy of ad targeting and improves campaign effectiveness, as RTB platforms optimize ad placements in real time. Moreover, AI allows advertisers to reduce ad fraud and improve security, protecting investments. The rise in programmatic advertising, driven by AI capabilities, empowers marketers to make informed decisions and achieve higher returns on digital ad spend, thereby fueling the market growth.
Rise in Mobile and Video Advertising
The rise in mobile device usage and the popularity of video content are propelling the demand for RTB, as advertisers prioritize mobile and video ad formats to engage audiences. RTB platforms enable real-time bidding for video and mobile ad spaces, helping advertisers reach consumers effectively across devices, which, in turn, is contributing to the real-time bidding market growth. As video content gains traction on social media and streaming platforms, RTB allows advertisers to capture users' attention through dynamic and interactive ads. The shift to mobile-first strategies also benefits from RTB, as it enables location-based targeting and in-app advertising, reaching users on the go. This focus on mobile and video formats aligns with evolving consumer behavior, making RTB a powerful tool for brands aiming to deliver high-impact advertising experiences.
Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each segment of the global real-time bidding market report, along with forecasts at the global, regional and country levels from 2024-2032. Our report has categorized the market based on auction type, advertisement format, application and device.
Breakup by Auction Type:
- Open Auction
- Invitation-Auction
Breakup by Advertisement Format:
- Video
- Image
Breakup by Application:
- Media & Entertainment
- Retail and E-commerce
- Games
- Travel & Luxury
- Mobile Applications
- Others
Breakup by Device:
- Mobile
- Desktop
- Others
Breakup by Region:
- North America
- United States
- Canada
- Asia Pacific
- China
- Japan
- India
- South Korea
- Australia
- Indonesia
- Others
- Europe
- Germany
- France
- United Kingdom
- Italy
- Spain
- Russia
- Others
- Latin America
- Brazil
- Mexico
- Argentina
- Colombia
- Chile
- Peru
- Others
- Middle East and Africa
- Turkey
- Saudi Arabia
- Iran
- United Arab Emirates
- Others
Competitive Landscape:
The report has also provided a comprehensive analysis of the competitive landscape in the global real-time bidding market. Detailed profiles of all major companies have also been provided. Some of the companies covered include:
- Adobe Inc.
- AppNexus Inc.
- Criteo SA
- Facebook Inc.
- Google LLC
- Match2One AB
- MediaMath, Inc.
- MoPub/ Twitter, Inc.
- PubMatic, Inc.
- Salesforce.com, inc.
- Smaato, Inc.
- The Rubicon Project, Inc.
- Verizon Media
- WPP plc
- Yandex Europe AG
Kindly note that this only represents a partial list of companies, and the complete list has been provided in the report.
Real-Time Bidding Market News:
- In November 2023, RTB House launched a new generative artificial intelligence (AI) solution that leverages first-party publisher data to provide marketers with more precise consumer insights. The generative AI tool will support the real-time bidding specialist’s core performance-oriented services, along with improving accuracy in content targeting through its AdLook buying platform and audience segmentation through its PrimeAudience solution.
- In October 2023, Google Ads planned to adopt real-time bidding auctions for apps, ceasing to respond to multiple calls in mediation to enhance media buying efficiency. Google Ads will no longer engage with or participate in the practice of handling multiple requests for the same ad impression within the mediation process.
- In April 2024, Roblox hired PubMatic to help ramp up sales of new video advertisements the gaming platform expects to launch later this year. The deal with PubMatic will allow brands to purchase Roblox's video-ad inventory through real-time bidding that will be served to users who are 13 years and older.
Report Coverage:
| Report Features | Details |
|---|---|
| Base Year of the Analysis | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Units | Billion USD |
| Segment Coverage | Auction Type, Advertisement Format, Application, Device, Region |
| Region Covered | Asia Pacific, Europe, North America, Latin America, Middle East and Africa |
| Countries Covered | United States, Canada, China, Japan, India, South Korea, Australia, Indonesia, Germany, France, United Kingdom, Italy, Spain, Russia, Brazil, Mexico, Argentina, Colombia, Chile, Peru, Turkey, Saudi Arabia, Iran, United Arab Emirates |
| Companies Covered | Adobe Inc., AppNexus Inc., Criteo SA, Facebook Inc., Google LLC, Match2One AB, MediaMath, Inc., MoPub/ Twitter, Inc., PubMatic, Inc., Salesforce.com, inc., Smaato, Inc., The Rubicon Project, Inc., Verizon Media, WPP plc, and Yandex Europe AG |
| Customization Scope | 10% Free Customization |
| Post-Sale Analyst Support | 10-12 Weeks |
| Delivery Format | PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request) |
The global real-time bidding market was valued at USD 15.8 Billion in 2023.
We expect the global real-time bidding market to exhibit a CAGR of 19.4% during 2024-2032.
The rising consumer time on internet surfing, along with the increasing demand for real-time bidding, owing to its improved attribution accuracy and greater transparency and profit margins, is primarily driving the global real-time bidding market.
The sudden outbreak of the COVID-19 pandemic has led to the escalating demand for real-time bidding process to remotely buy and sell online advertisements, impressions or views through live, automated auction, during the lockdown scenario.
Based on the auction type, the global real-time bidding market has been segmented into open auction and invitation-auction. Currently, open auction holds the majority of the total market share.
Based on the advertisement format, the global real-time bidding market can be divided into video and image, where video format currently exhibits a clear dominance in the market.
Based on the application, the global real-time bidding market has been categorized into media & entertainment, retail and e-commerce, games, travel & luxury, mobile applications, and others. Among these, the retail and e-commerce sector accounts for the majority of the global market share.
Based on the device, the global real-time bidding market can be segregated into mobile, desktop, and others. Currently, mobile holds the largest market share.
On a regional level, the market has been classified into North America, Asia Pacific, Europe, Latin America, and Middle East and Africa, where North America currently dominates the global market.
Some of the major players in the global real-time bidding market include Adobe Inc., AppNexus Inc., Criteo SA, Facebook Inc., Google LLC, Match2One AB, MediaMath, Inc., MoPub/ Twitter, Inc., PubMatic, Inc., Salesforce.com, inc., Smaato, Inc., The Rubicon Project, Inc., Verizon Media, WPP plc, Yandex Europe AG, etc.
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