About Real-Time Bidding Market in the US 2016-2020
Media consumption has been on the rise globally because individuals own multiple electronic devices. Increasing disposable income and a burgeoning middle-class population are driving the sales of electronic appliances like smartphones, tablets, televisions, notebooks, and PCs. Increased use of electronic devices and internet penetration has raised the amount of time spent by users watching online videos and thus drives media consumption. For instance, in the US, people spend about 80% of their time on different sources of media such as the internet and mobile devices. These dynamics are rapidly shifting advertising expenditure from traditional media platforms to digital platforms. Advertisers are now allocating bigger budgets for online video advertising to ensure better reach, targeting, transparency, and efficiency.
Technavio’s analysts forecast the real-time bidding market in the US to grow at a CAGR of 24.78% during the period 2016-2020.
Covered in this report
The report covers the present scenario and the growth prospects of the real-time bidding market in the US for 2016-2020. To calculate the market size, the report considers the revenue generated from the sales of online advertisements through RTB. Technavio's report, Real-Time Bidding Market in the US 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.
Technavio Announces the Publication of its Research Report – Real-Time Bidding Market in the US 2016-2020
Technavio recognizes the following companies as the key players in the real-time bidding market in the US: ONE by AOL, BrightRoll, SpotXchange, Tremor Video, and TubeMogul.
Other Prominent Vendors in the market are: Adconion Media Group, AppNexus, Convertro, Criteo, Dárriens Media Exchange, Facebook, Google, Kontera, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StickyADS.tv, and TobeMogul.
Commenting on the report, an analyst from Technavio’s team said: “One trend that is boosting market growth is the shift of RTB advertisments to mobile web. In the mobile programmatic advertising market, the growth in mobile web is adversely influencing the market shares of programmatic advertising through mobile applications. The market shares of programmatic advertising through mobile applications dropped from 67% in 2014 to 59% in 2015. The rise in the scope of finding premium inventory is driving advertisers to invest in the mobile web.”
According to the report, a key growth driver is the improved targeting of audiences. RTB enables advertisers to target their audience better and increases their access to deeper data and a broader range of inventory. As the displayed advertisement is relevant to the profile of the visitor, the relevancy, efficiency, and profitability of the ad increases. Programmatic advertising enables advertisers to adjust the advertising campaigns on a real-time basis.
Further, the report states that one challenge that could restrict market growth is the low transparency in the market. Only publishing and ad-exchange information are accurately known to the publisher, due to which their evaluation of inventory and ROI is based on limited information.
ONE by AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, Adconion Media Group, AppNexus, Convertro, Criteo, Dárriens Media Exchange, Facebook, Google, Kontera, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StickyADS.tv, TobeMogul.
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