The global real-time
bidding market is growing rapidly. The market growth attributes to
the growing trend of social media platforms and the continuously increasing
number of internet users. Besides, the penetration of information &
communication technology drives the growth of the market. Also, the integration
of machine learning (ML) and artificial intelligence (AI) techniques in RTB
platforms escalate market growth, enabling service providers to offer
innovative features.
According to Market Research Future (MRFR), the global real-time bidding
market is poised to create a valuation of USD 18.56 BN by 2023, growing at
30.8% CAGR throughout the assessment period (2018-2023). In its recent COVID 19
analysis on the real-time bidding market, MRFR confirms that in 2018 the market
had crossed a valuation of USD 4.85 BN. The emergence of an intelligent cloud
platform would promote the development of the market platform and the comprehensive
expansion of businesses.
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.
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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 R&D 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.
The Asia Pacific region holds a considerable share in the global
real-time bidding market. Increasing investments in digital marketing,
alongside the strong presence of notable market players and internet users, are
major driving forces. Moreover, increased adoption of bidding technologies and
digital technologies such as smartphones, laptops, and tablets boost the
regional market growth. Australia, Japan, and South Korea account for
considerable shares in the Asia Pacific market. The APAC real-time bidding
market is forecasted to grow at an impressive CAGR during the assessment
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.
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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