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市场调查报告书
商品编码
1792596
2025 年至 2033 年即时竞价市场规模、份额、趋势及预测(依拍卖类型、广告格式、应用程式、设备及地区)Real-Time Bidding Market Size, Share, Trends, and Forecast by Auction Type, Advertisement Format, Application, Device, and Region, 2025-2033 |
2024年,全球即时竞价市场规模达188亿美元。展望未来, IMARC Group预计到2033年,该市场规模将达到926亿美元,2025-2033年期间的复合年增长率(CAGR)为18.41%。目前,北美占据市场主导地位,占有42.5%的显着份额,这得益于数位广告支出的不断增长、人工智慧和资料分析在个性化定位方面的进步,以及各行各业对行动和视讯广告格式的广泛采用,这些格式都寻求高效、可扩展的广告解决方案。
即时竞价 (RTB) 市场的一个关键驱动因素是,广告主和发布商越来越多地采用程式化广告,寻求自动化、数据驱动的广告投放。 RTB 能够实现精准的受众定位、即时优化和成本效益,使其成为数位广告交易的首选方式。向人工智慧演算法和机器学习的转变提高了竞价的准确性,确保广告主触达最相关的用户,同时最大化投资报酬率 (ROI)。此外,连网电视 (CTV)、行动和视讯广告的扩张也进一步加速了对 RTB 解决方案的需求,强化了其在不断发展的数位广告生态系统中的作用。例如,2024 年 12 月,Roku 和 FreeWheel 扩展了程式化合作伙伴关係,在 Roku Exchange 上启用即时竞价,透过标准化协议为广告主提供优质的连网电视广告资源和可扩展的受众定位。
美国在即时竞价 (RTB) 市场中扮演着举足轻重的角色,这得益于其高度发达的数位广告生态系统、程式化技术的广泛应用以及先进的人工智慧驱动的广告优化技术。主要的需求方平台 (DSP)、供应方平台 (SSP) 和广告交易平台均在美国运营,促进了无缝的 RTB 交易。例如,2025 年 1 月,PubMatic 宣布快速采用 Activate,透过跨连网电视、影片、展示广告和行动装置的直接优质库存来优化广告效率,将每千次展示费用 (CPM) 降低 13%,并提高广告商的透明度。美国强大的网路普及率、行动广告的成长以及对连网电视 (CTV) 和影片广告的持续投资进一步扩展了 RTB 的应用。此外,像 CCPA 这样严格的资料隐私法规鼓励在符合隐私要求的定位策略方面进行创新,使美国成为程序化广告和即时竞价解决方案的全球领导者。
数位广告支出不断成长
数位广告支出的快速成长是市场的主要驱动力,因为广告主正在寻求更有效的方式来触及特定受众。即时竞价 (RTB) 使广告主能够按展示次数买卖广告空间,透过根据用户的兴趣和行为即时定位用户,从而最大化广告支出。随着数位媒体消费的成长,企业越来越多地将预算从传统广告管道转移到数位平台,RTB 可以在数位平台上进行精准的受众细分。这种转变在北美尤其明显,品牌优先考虑数位互动策略,以提高投资报酬率 (ROI) 并简化广告活动,这使得 RTB 成为实现符合用户偏好、经济高效的广告的关键要素。根据圣路易斯联邦储备银行的资料,最大的数位广告平台 Alphabet/Google 在 2023 年创造了美国 GDP 的 0.85%。 Meta/Facebook 贡献了总产出的 0.47%,数位广告约占前者收入的 77%,占后者的 98%。其他重要参与者的广告业务也扩大了。例如,2023年亚马逊的数位广告收入占GDP的0.17%。
人工智慧和数据分析的重大进步
人工智慧和资料分析技术的不断发展,增加了即时竞价市场的整体份额,使广告商能够向用户投放高度个人化和相关的广告。透过机器学习演算法,广告商可以分析大量用户资料,例如浏览习惯、偏好和即时行为,以预测参与和转换的可能性。由于 RTB 平台可以即时优化广告投放,这种数据驱动的方法提高了广告定位的准确性并提高了广告系列成效。此外,人工智慧可以帮助广告商减少广告诈欺并提高安全性,从而保护投资。在人工智慧的推动下,程序化广告的兴起使行销人员能够做出明智的决策并获得更高的数位广告支出回报,从而推动市场成长。自适应机器学习 (ML) 技术已显着推动即时竞价 (RTB) 的进步。许多案例研究都表明,自适应机器学习 (ML) 在 RTB 中的效率可以提高广告系列的效果和投资报酬率。例如,一家英国顶级广告交易公司利用强化学习创建了一个尖端的即时竞价器,其在真实数据集上的表现比传统技术高出10.5%。这个成功案例显示如何利用自适应机器学习来提高广告收入并优化竞价方法。
行动和影片广告的兴起
行动装置使用率的上升和影片内容的普及推动了即时竞价 (RTB) 的需求,因为广告商优先选择行动和影片广告格式来吸引受众。 RTB 平台支援视讯和行动广告位的即时竞价,帮助广告主跨装置有效地触及消费者,进而促进了即时竞价市场的成长。随着影片内容在社群媒体和串流平台上的日益普及,RTB 使广告主能够透过动态互动广告吸引用户的注意。向行动优先策略的转变也受益于 RTB,因为它支援基于位置的定位和应用程式内广告,从而触达行动装置用户。这种对行动和视讯格式的关注与不断变化的消费者行为相契合,使 RTB 成为旨在提供高影响力广告体验的品牌的有力工具。一项行业调查显示,高达 87% 的行销人员表示销售影片直接提高了销售额。据预测,到 2029 年,行动装置预计将占数位影片广告市场所有广告支出的 89%。
The global real-time bidding market size reached USD 18.8 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 92.6 Billion by 2033, exhibiting a growth rate (CAGR) of 18.41% during 2025-2033. Currently North America dominates the market, holding a significant share of 42.5%, driven by 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.
A key driver of the real-time bidding (RTB) market is the increasing adoption of programmatic advertising by advertisers and publishers seeking automated, data-driven ad placements. RTB enables precise audience targeting, real-time optimization, and cost efficiency, making it a preferred method for digital ad transactions. The shift toward AI-powered algorithms and machine learning enhances bidding accuracy, ensuring that advertisers reach the most relevant users while maximizing return on investment (ROI). Additionally, the expansion of connected TV (CTV), mobile, and video advertising further accelerates demand for RTB solutions, reinforcing its role in the evolving digital advertising ecosystem. For instance, in December 2024, Roku and FreeWheel expanded their programmatic partnership, enabling real-time bidding on Roku Exchange, providing advertisers with premium CTV inventory and scalable audience targeting through a standardized protocol.
The United States plays a pivotal role in the real-time bidding (RTB) market, driven by a highly developed digital advertising ecosystem, widespread adoption of programmatic technologies, and advanced AI-driven ad optimization. Major demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges operate in the U.S., facilitating seamless RTB transactions. For instance, in January 2025, PubMatic announced rapid adoption of Activate, optimizing ad efficiency with direct premium inventory across CTV, video, display, and mobile, reducing CPMs by 13%, and enhancing transparency for advertisers. The country's strong internet penetration, mobile advertising growth, and increasing investment in connected TV (CTV) and video ads further expand RTB applications. Additionally, stringent data privacy regulations like CCPA encourage innovation in privacy-compliant targeting strategies, positioning the U.S. as a global leader in programmatic advertising and real-time bidding solutions.
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. The largest digital ad platform, Alphabet/Google, generated 0.85% of the U.S. GDP in 2023, according to data from the Federal Reserve Bank of St. Louis. Meta/Facebook contributed another 0.47% of total output, with digital advertising accounting for roughly 77% of the former's revenue and 98% of the latter. The advertising operations of other significant players have also expanded. For example, Amazon's earnings from digital advertising accounted for 0.17% of the GDP in 2023.
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. Adaptive machine learning (ML) techniques have led to notable advancements in real-time bidding (RTB). The efficiency of adaptive machine learning (ML) in RTB is shown in a number of case studies, which improve campaign performance and ROI. For instance, a top UK ad exchange company used reinforcement learning to create a cutting-edge real-time bidder that outperformed conventional techniques by 10.5% on real-world datasets. This success story demonstrates how adaptive machine learning may be used to improve ad income and optimise bidding methods.
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. An astounding 87% of marketers say that sales videos have directly increased sales, according to an industry poll. According to projections, by 2029, mobile devices are expected to account for 89% of all ad spending in the digital video advertising market.
Open auction leads the market with around 58.8% of market share in 2024. This dominance emanates from openness, large reach, and cost efficiency permitting advertisers to bid in a competitive marketplace. The open auction permits real-time advertisements across many publishers for maximum exposure and fill rates for advertisers and publishers. This surge is also being fed by the ever-increasing demands for programmatic advertising solutions, AI-driven targeting, and cross-device advertising. Additionally, advancements in fraud detection, viewability measurement, and data-driven bidding strategies have made it even more responsive, and hence the open auction remains the preferred mode of execution for digital advertising campaigns across display, mobile, video, and connected TV channels.
Video leads the market in 2024, driven by the growing popularity of streaming platforms, mobile video consumption, and connected TV advertising. The advertisers' preference for video is due to its high engagement rates, storytelling appeal, and solid-return-on-investment capabilities. The advent of AI programmatic bidding and dynamic ad insertion allows for precise targeting, enabling brands to reach the audience in real time. Apparently, the growth of social media channels, short-form videos, and interactive ad formats aids the demand. The progress in viewability tracking and fraud prevention gives advertisers more confidence, making video the unrivaled ad format that has captured the imaginations of programmatic advertisers across all digital and mobile horizontals.
In 2024, retail and e-commerce emerge as the dominant sectors in the real-time bidding market, driven by increasing digital ad spending, data-driven targeting, and personalized marketing strategies. Retailers and online marketplaces leverage real-time bidding to optimize ad placements, enhance customer engagement, and maximize conversion rates. AI-powered algorithms analyze user behavior, enabling brands to deliver highly relevant ads across multiple platforms, including mobile, social media, and connected TV. The growing adoption of dynamic product ads, retargeting strategies, and omnichannel marketing further boosts demand. As consumer reliance on e-commerce expands, retailers continue to invest in programmatic advertising, making retail and e-commerce the leading sectors in real-time bidding for driving sales and brand visibility.
In 2024, mobile leads the real-time bidding market, driven by the widespread adoption of smartphones, increasing mobile internet penetration, and the shift toward app-based advertising. Advertisers prioritize mobile programmatic ads to reach consumers through in-app and mobile web environments, leveraging AI-driven targeting for personalized, real-time engagement. The rise of video ads, rewarded ads, and interactive formats enhances user experience and ad effectiveness. Mobile gaming and social media platforms further fuel demand, with advertisers capitalizing on high engagement levels. Additionally, advancements in 5G technology and improved location-based targeting refine ad delivery, making mobile the dominant channel for real-time bidding. As mobile commerce grows, brands continue to invest in mobile RTB for enhanced reach and conversion optimization.
In 2024, North America accounted for the largest market share of over 42.5%. The region's dominance is driven by advanced digital infrastructure, high internet penetration, and widespread adoption of programmatic advertising. Major players such as Google, The Trade Desk, and Xandr operate extensively in the region, leveraging AI-powered bidding strategies to optimize ad placements. The increasing demand for connected TV (CTV), mobile advertising, and video ads further fuels market growth. Additionally, stringent data privacy regulations, such as the California Consumer Privacy Act (CCPA), encourage the development of transparent and compliant advertising strategies. With continued investment in AI-driven ad technologies, North America remains the leading market for real-time bidding in 2024.
United States Real-Time Bidding Market Analysis
US accounts for 83.7% share of the market in North America. According to reports, the advanced ecosystem of digital advertising, which contributed nearly 60% of all media advertising, is touted as the pushing force for the real-time bidding (RTB) business in America. As per the reports, RTB is gaining the attention of advertisers because it can confidently target them by gathering data from over 331 million active internet users and over 300 million smartphone users. The significance of RTB in the US is further highlighted by the rise of programmatic advertising, which now accounts for more than 80% of digital ad spending. Opportunities for RTB are growing as a result of increased investments in over-the-top (OTT) and connected TV (CTV), which reached more than USD 25 Billion in 2023, as per an industry report. Moreover, as per reports, there are around 240 million monthly active users on other social media sites such as Facebook and Instagram. Their advanced ad-delivery system further propels the demand for RTB. Demand-side platforms (DSPs) and data management platforms (DMPs) have become very common, so it is very easy to introduce RTB into marketing plans.
Europe Real-Time Bidding Market Analysis
The fact that the digital ad spend of the region fuels the growth of the RTB market in Europe can be credited to the huge dependence on programmatic advertising, accounting for more than half the total digital ad spending. Though a perceptional constraint when first implemented, the GDPR standards have standardized data usage protocols, and most marketers are confident to use RTB. Digital advertising is the largest advertising medium in Europe and accounts for 37.2% of total advertising revenue, IAB Europe being the European-level association for the digital marketing and advertising ecosystem. This means that the European economy benefits by Euro 526 Billion (USD 539.40 Billion) per annum due to digital advertising. The market shall grow as online advertising constitutes 51.9% of online video platform revenues and 81.5% of publisher revenues in the EU, reports state. With video ads forming a considerable portion of all programmatic spending, the growth in video advertising is especially visible in regions such as the UK, Germany, and France. In addition, advanced AI and machine learning technology allow for more precise targeting and personalization, which makes RTB an attractive option for marketers who are seeking ROI optimization.
Asia Pacific Real-Time Bidding Market Analysis
With more than 2.5 billion internet users, Asia-Pacific's RTB industry stands to reap the most from the contributions of countries like China and India. In fact, data already pegs programmatic ad buys at more than 80% of all digital ad spending in Asia, as per reports. Digital ad spend on mobile platforms is over half of the budget, underlining mobile internet usage being the order of the day. RTB is in great demand as marketers seek to customize their ads for online shoppers with the tremendous rise of e-commerce. According to estimates, retail eCommerce accounted for 21% of Asia Pacific's total retail sales as of 2023, a massive leap from 10.2% in 2019. Video-based programmatic ad spending is driven by the popularity of video content, given the hundreds of millions of monthly active users on platforms like YouTube and TikTok. Government programs in countries like South Korea and Singapore also facilitate the adoption of RTB technology by supporting the implementation of 5G and digital infrastructure.
Latin America Real-Time Bidding Market Analysis
Growing digital advertising usage is driving the market in Latin America. Industry reports indicate that digital ad spending accounted for more than 60% in Mexico in 2024, and more than 50% for Brazil, Colombia, Chile, and Argentina. Programmatic advertising accounted for nearly half of their digital ad spend; the nations included Brazil and Mexico. Mobile RTB growth also received a spurt due to the sharp increase in smartphone penetration, which already stands at above 70% in important areas. Social media usage is also another important driver; throughout the region, reports suggest over 300 million active users on platforms like Facebook, Instagram, and WhatsApp combined. In addition, with the rise in video streaming services, which includes regional players and platforms such as Netflix, there is considerable potential for video-based RTB campaigns.
Middle East and Africa Real-Time Bidding Market Analysis
As per an industry study, the rising use of digital advertising, which currently generates over USD 5 Billion annually, supports the RTB industry in Middle East and Africa. Increasing internet penetration rate in this region with more than 75% of people getting internet connectivity nowadays, thus increasing the front for the RTB solutions; more than 80% of the users are said to be accessing mobile internet in this area. Thus, there is a massive impact of mobile advertisements. The younger generation, which makes up about half of the population, is quite fond of social media sites such as Instagram and Snapchat, and this encourages programmatic advertising. The growth in digital video consumption, especially on YouTube and regional streaming services, also makes possible RTB in video advertising campaigns. There is also an increasing need to integrate AI technologies into RTB platforms, where advertisers can more effectively target the right audiences.
The real-time bidding (RTB) market is highly competitive, driven by the presence of global technology companies, ad exchanges, demand-side platforms (DSPs), and supply-side platforms (SSPs). Key players continuously innovate to enhance targeting accuracy, AI-driven bidding strategies, and fraud prevention measures. The increasing adoption of connected TV (CTV), mobile advertising, and AI-powered programmatic solutions fuels market expansion. For instance, in 2024, In 2024, Google Ads underwent significant changes, integrating AI-powered features for display ads, expanding Demand Gen campaigns, and enhancing Performance Max transparency. Advertisers gained greater control over search placements, while privacy updates encouraged first-party data use. These updates optimized ad efficiency, improved targeting, and refined automation. Additionally, regulatory compliance with GDPR and CCPA shapes data-driven advertising strategies. Strategic partnerships, acquisitions, and technological advancements remain critical for companies seeking to strengthen their market position in the evolving RTB ecosystem.