실시간 입찰 시장 규모, 점유율 및 동향 분석 보고서 : 경매 유형별, 광고 형식별, 기기별, 용도별, 지역별, 부문별 예측(2024-2030년)

Real-time Bidding Market Size & Trends:

The global real-time bidding market was estimated at USD 14.37 billion in 2023 and is expected to grow at a CAGR of 16.0% from 2024 to 2030. The increasing demand for targeted advertising is one of the significant factor driving the market growth. Advertisers seek to reach specific audiences with personalized messages, and real-time bidding (RTB) enables precise targeting by leveraging user data. This precision enhances ad relevance, improving engagement rates and return on investment (ROI).

The proliferation of digital media consumption is fueling RTB growth. With more consumers spending time online across various devices, advertisers are shifting their budgets from traditional media to digital channels. This transition is facilitated by the scalability and efficiency of RTB, which allows for real-time adjustments to ad campaigns based on performance data. Third, technological advancements in programmatic advertising are propelling the RTB market. Innovations in artificial intelligence (AI) and machine learning (ML) algorithms enhance bidding strategies, optimize ad placements, and improve overall campaign effectiveness. These technologies enable advertisers to analyze vast amounts of data quickly, making informed decisions that drive better outcomes.

The rise of mobile advertising is a prominent trend, driven by the widespread adoption of smartphones and mobile apps. Mobile devices have become the primary medium for accessing digital content, leading advertisers to prioritize mobile RTB strategies. Additionally, the growing popularity of video advertising is transforming the RTB landscape. Video ads offer high engagement rates and better storytelling capabilities, making them a preferred format for brands. Programmatic video RTB is gaining traction, allowing advertisers to deliver targeted video content across multiple platforms. Another significant trend is the increasing focus on data privacy and compliance. Regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are influencing RTB practices, emphasizing the need for transparency and user consent. Advertisers are adapting by implementing privacy-compliant data strategies and ensuring that their RTB activities adhere to legal standards.

The expansion of programmatic advertising to new channels, such as connected TV (CTV) and digital out-of-home (DOOH) advertising is one of the notable market opportunity factors. These channels offer unique advantages, such as high-quality inventory and the ability to reach audiences in different environments. As the adoption of smart TVs and digital billboards increases, RTB can play a crucial role in optimizing ad placements and maximizing reach. Another opportunity is the integration of advanced analytics and AI-driven insights into RTB platforms. By leveraging AI, advertisers can enhance their bidding strategies, predict user behavior, and deliver more personalized ad experiences. Furthermore, the growth of emerging markets presents a significant opportunity for RTB expansion. Regions like Asia Pacific and Latin America are experiencing rapid digital transformation, providing a fertile ground for RTB adoption. As internet penetration and digital ad spending continue to rise in these markets, RTB can help advertisers tap into new audiences and drive business growth.

Global Real-time Bidding Market Report Segmentation

The report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global real-time bidding market based on auction type, advertisement format, device, application, and region:

• Auction Type Outlook (Revenue, USD Million, 2018 - 2030)
• Open Auction
• Private Auction
• Preferred Deals
• Programmatic Guaranteed
• Advertisement Format Outlook (Revenue, USD Million, 2018 - 2030)
• Display Ads
• Video Ads
• Mobile Ads
• Social Media Ads
• Native Ads
• Device Outlook (Revenue, USD Million, 2018 - 2030)
• Mobile
• Desktop
• Smart TV
• Others
• Application Outlook (Revenue, USD Million, 2018 - 2030)
• Media & Entertainment
• Retail and E-commerce
• Games
• Travel & Luxury
• Mobile Applications
• Others
• Regional Outlook (Revenue, USD Million, 2018 - 2030)
• North America
  • U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • U.K.
  • France
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America
  • Brazil
• Middle East & Africa
  • UAE
  • Kingdom of Saudi Arabia
  • South Africa

Table of Contents

Chapter 1. Methodology and Scope

• 1.1. Market Segmentation & Scope
• 1.2. Market Definitions
• 1.3. Information Procurement
• 1.4. Information Analysis
  • 1.4.1. Market Formulation & Data Visualization
  • 1.4.2. Data Validation & Publishing
• 1.5. Research Scope and Assumptions
• 1.6. List of Data Sources

Chapter 2. Executive Summary

• 2.1. Market Outlook
• 2.2. Segmental Outlook
• 2.3. Competitive Landscape Snapshot

Chapter 3. Market Variables, Trends, and Scope

• 3.1. Market Lineage Outlook
• 3.2. Industry Value Chain Analysis
• 3.3. Market Dynamics
  • 3.3.1. Market Driver Impact Analysis
  • 3.3.2. Market Restraint Impact Analysis
  • 3.3.3. Market Opportunity Impact Analysis
• 3.4. Industry Analysis Tools
  • 3.4.1. Porter's Five Forces Analysis
  • 3.4.2. PESTEL Analysis

Chapter 4. Real-Time Bidding Market: Auction Type Estimates & Trend Analysis

• 4.1. Auction Type Movement Analysis & Market Share, 2023 & 2030
• 4.2. Real-Time Bidding Market Estimates & Forecast, By Auction Type
  • 4.2.1. Open Auction
  • 4.2.2. Private Auction
  • 4.2.3. Preferred Deals
  • 4.2.4. Programmatic Guaranteed

Chapter 5. Real-Time Bidding Market: Advertisement Format Estimates & Trend Analysis

• 5.1. Advertisement Format Movement Analysis & Market Share, 2023 & 2030
• 5.2. Real-Time Bidding Market Estimates & Forecast, By Advertisement Format
  • 5.2.1. Display Ads
  • 5.2.2. Video Ads
  • 5.2.3. Mobile Ads
  • 5.2.4. Social Media Ads
  • 5.2.5. Native Ads

Chapter 6. Real-Time Bidding Market: Device Estimates & Trend Analysis

• 6.1. Device Movement Analysis & Market Share, 2023 & 2030
• 6.2. Real-Time Bidding Market Estimates & Forecast, By Device
  • 6.2.1. Mobile
  • 6.2.2. Desktop
  • 6.2.3. Smart TV
  • 6.2.4. Others

Chapter 7. Real-Time Bidding Market: Application Estimates & Trend Analysis

• 7.1. Application Movement Analysis & Market Share, 2023 & 2030
• 7.2. Real-Time Bidding Market Estimates & Forecast, By Application
  • 7.2.1. Media & Entertainment
  • 7.2.2. Retail and E-commerce
  • 7.2.3. Games
  • 7.2.4. Travel & Luxury
  • 7.2.5. Mobile Applications
  • 7.2.6. Others

Chapter 8. Real-Time Bidding Market: Regional Estimates & Trend Analysis

• 8.1. Real-Time Bidding Market: Regional Outlook
• 8.2. North America
  • 8.2.1. North America Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.2.2. U.S.
    • 8.2.2.1. U.S. Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.2.3. Canada
    • 8.2.3.1. Canada Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.2.4. Mexico
    • 8.2.4.1. Mexico Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
• 8.3. Europe
  • 8.3.1. Europe Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.3.2. Germany
    • 8.3.2.1. Germany Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.3.3. U.K.
    • 8.3.3.1. U.K. Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.3.4. France
    • 8.3.4.1. France Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
• 8.4. Asia Pacific
  • 8.4.1. Asia Pacific Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.4.2. China
    • 8.4.2.1. China Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.4.3. India
    • 8.4.3.1. India Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.4.4. Japan
    • 8.4.4.1. Japan Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.4.5. Australia
    • 8.4.5.1. Australia Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.4.6. South Korea
    • 8.4.6.1. South Korea Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
• 8.5. Latin America
  • 8.5.1. Latin America Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.5.2. Brazil
    • 8.5.2.1. Brazil Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
• 8.6. MEA
  • 8.6.1. MEA Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.6.2. UAE
    • 8.6.2.1. UAE Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.6.3. Kingdom of Saudi Arabia (KSA)
    • 8.6.3.1. Kingdom of Saudi Arabia (KSA) Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)
  • 8.6.4. South Africa
    • 8.6.4.1. South Africa Real-Time Bidding market estimates & forecasts, 2018 - 2030 (USD Million)

Chapter 9. Competitive Landscape

• 9.1. Company Categorization
• 9.2. Financial Performance
• 9.3. Product Benchmarking
• 9.4. Company Market Share Analysis, 2023
• 9.5. Company Heat Map Analysis
• 9.6. Strategy Mapping
  • 9.6.1. Expansion
  • 9.6.2. Collaborations
  • 9.6.3. Mergers & Acquisitions
  • 9.6.4. New Device Launches
  • 9.6.5. Partnerships
  • 9.6.6. Others
• 9.7. Company List
  • 9.7.1. Google
  • 9.7.2. The Trade Desk
  • 9.7.3. AppNexus
  • 9.7.4. MediaMath
  • 9.7.5. Rubicon Project
  • 9.7.6. Criteo
  • 9.7.7. PubMatic
  • 9.7.8. OpenX
  • 9.7.9. Adobe Inc
  • 9.7.10. SpotX
  • 9.7.11. Amazon Advertising
  • 9.7.12. Meta