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Real-Time Bidding Market in the US 2016-2020

  • Executive summary
    • Highlights
  • Scope of the report
    • Market overview
    • Definitions
    • Base year
    • Vendor segmentation
  • Market research methodology
    • Research methodology
    • Economic indicators
  • Introduction
    • Key market highlights
  • Market landscape
    • Market overview
      • Table Market segmentation of RTB market in US
    • Benefits of RTB
    • RTB process
      • Table RTB process
  • Revenue flow in RTB market
    • Table Financial transactions in RTB market
  • RTB versus TV advertising
    • Table Advertising segmentation of top companies in 2014
    • Table Growth rate of companies in terms of net income in 2013 and 2014
    • Table Ratio of RTB spending/TV ad spending and growth rate
    • Table Linear regression representing best-fit straight line for data points
    • Market size and forecast
      • Table RTB market in US 2015-2020 ($ billions)
      • Table Valuation of vendors in terms of its IPO price in 2014
    • Five forces analysis
      • Table Five forces analysis
  • Market segmentation by type of auction
    • US RTB market segmentation by type of auction
      • Table US RTB market segmentation by type of auction in 2015
      • Table Features of open auction and invitation-only auction
      • Table US RTB market segmentation by type of auction in 2020
    • Open auction market in US
      • Table US RTB market segmentation by open auction in 2015
    • Invitation-only auction market in US
      • Table US RTB market segmentation by invitation-only auction in 2015
    • Market attractiveness by type of auction
      • Table Market attractiveness of US RTB market by type of auction 2016-2020
  • Market segmentation by type of ad
    • US RTB market segmentation by type of ad
      • Table US RTB market segmentation by type of ad 2015
      • Table US RTB market segmentation by type of ad 2020
    • RTB image ad market in US
      • Table US RTB market segmentation by image ads 2015-2020 ($ billions)
    • RTB video ad market in US
      • Table US RTB market segmentation by video ads 2015-2020 ($ billions)
    • Market attractiveness by type of ad
      • Table Market attractiveness of US RTB market by type of auction 2016-2020
  • Market segmentation by device
    • US RTB market segmentation by device
      • Table US RTB market segmentation by device 2015
      • Table US RTB market segmentation by device in 2020
    • US RTB market by mobile device
      • Table US RTB market segmentation by mobile device 2015-2020 ($ billions)
      • Table Market share of media consumption in US 2012-2015
    • US RTB market by desktop device
      • Table US RTB market segmentation by desktop device 2015-2020 ($ billions)
    • Market attractiveness by type of device
      • Table Market attractiveness of US RTB market by type of device 2016-2020
  • Market segmentation by application
    • US mobile RTB market segmentation by application
      • Table US mobile RTB market segmentation by application 2015
  • Buying criterion
    • Table Impact of drivers
  • Market drivers
  • Impact of drivers
    • Table Impact of drivers
  • Market challenges
  • Impact of drivers and challenges
    • Table Impact of drivers and challenges
  • Market trends
    • Table Programmatic advertising in mobile web vs. mobile applications 2014 and 2015
  • Vendor landscape
    • Competitive scenario
    • Other prominent vendors
  • Appendix
    • List of abbreviation
  • Explore Technavio

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.

Key vendors

  • ONE by AOL
  • BrightRoll
  • SpotXchange
  • Tremor Video
  • TubeMogul
Other prominent vendors
  • Adconion Media Group
  • AppNexus
  • Convertro
  • Criteo
  • Dárriens Media Exchange
  • Facebook
  • Google
  • Kontera
  • LiveRail
  • Microsoft
  • Platform One
  • Rocket Fuel
  • Rubicon Project
  • StickyADS.tv
  • TobeMogul
Market driver
  • Improved targeting of audience
  • For a full, detailed list, view our report
Market challenge
  • Low transparency in market
  • For a full, detailed list, view our report
Market trend
  • Shift of RTB advertisements to mobile web
  • For a full, detailed list, view our report
Key questions answered in this report
  • What will the market size be in 2020 and what will the growth rate be?
  • What are the key market trends?
  • What is driving this market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the key vendors?
  • What are the strengths and weaknesses of the key vendors?


Press Release

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.

Companies Mentioned

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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