即时竞价市场:现状分析与预测(2024年～2032年)

在预测期（2024-2032 年），实时竞价市场预计将以 19% 的复合年增长率大幅增长。这主要是由于行动和视讯消费的成长，这将为广告主提供跨装置和格式与目标消费者互动的方式。由于行动广告支出的增加以及对 RTB 等有效程序化技术的需求，使用量正在不断增长。人们对资料隐私和保护法（包括 GDPR 和 CCPA）的日益关注，要求 RTB 平台提供者加强合规和适应措施，以帮助广告商瞄准消费者。此外，各种平台的整合意味着广告主需要管理和规范各种数位接触点的 RTB。

依拍卖类型，市场分为公开拍卖和邀请拍卖。到2023年，公开拍卖将占据很大的市场占有率。公开竞价为广告主提供了一个透明、有效率的平台，可以即时竞价数位广告资源。它具有成本效益，提供预算和出价灵活性，提供对多个受众的访问，并且可以在网路、应用程式和其他平台上使用。公开竞价是模组化的，允许基于即时效果数据进行 RTB 广告展示位置，以提高广告相关性，使其成为对更多品牌有吸引力的技术。例如，2023年6月，捷克公司Caroda与Adform南非分公司和媒体机构Trina Marketing合作，在南非推出了第一个开放市场店内DOOH（数位户外）广告网路I。这是由程序化公开拍卖所推动的。

根据格式，市场分为 RTB 影像和 RTB 影片。到 2023 年，RTB 影像将占据很大的市场占有率。 RTB 影像部分使广告主能够利用视觉内容有效地即时捕捉受众注意力，从而促进成长。透过在广告中使用高品质图片，您可以鼓励更多人点击您的广告并提高您的品牌知名度。 RTB 的主要用途是放置基于兴趣的图像广告，因为图像对于病毒式行销社交媒体和其他图形环境非常有效。基于图像的传播也使企业能够有效地瞄准目标受众。例如，Google、Criteo 和 The Trade Desk 始终走在使用 RTB 进行图片广告以最大限度地提高客户参与度的前沿。

依装置划分，市场分为行动装置、桌上型装置和其他装置。到 2023 年，行动装置将占据很大占有率。手机上的高参与率使企业能够及时调整应用程式、网站和社交网路上的广告出价，以吸引用户的注意。行动 RTB 可以帮助您锁定积极使用手持装置进行浏览、社交和购物的受众，从而扩大您的市场。此外，行动 RTB 进一步识别地理位置、浏览历史记录和应用程式使用情况等利基市场，从而显着提高广告的相关性。

根据应用程序，市场分为媒体和娱乐、游戏、零售和电子商务、旅游和奢侈品、行动应用程式等。媒体和娱乐预计在预测期内（2024-2032 年）将以显着的复合年增长率成长。在这个领域，RTB 用于利用拥有大量受众的影片和串流平台。 RTB 让该领域的公司可以针对观众喜欢的内容和风格投放影片和展示广告。随着串流媒体服务供应商的进步，媒体公司采用 RTB 来对广告位进行基准测试，从而跨装置向观众展示节目和相关广告。

为了更了解即时出价的市场实施情况，市场为北美（美国、加拿大、北美其他地区）、欧洲（德国、法国、英国、西班牙、义大利、欧洲其他地区）、亚太地区（中国，根据在世界其他地区（日本、印度、亚太其他地区）和世界其他地区的全球影响力进行分析。预计亚太地区在预测期（2024-2032 年）将以显着的复合年增长率成长。由于数位广告市场的成长以及该地区网路使用量的持续成长，亚太地区具有很大的影响力。随着中国、印度和东南亚国家等国家的中产阶级消费者数量和行动装置拥有量持续增加，采用 RTB 向所需受众投放广告的情况持续增加。电子产品销售平台的增加带来了大量的可用广告空间，有助于程序化广告系统的实施。此外，该领域的本地公司正在透过大数据以及实施更先进的数据和机器学习来提高 RTB 活动的品质。例如，2023年6月12日，第一大户外（OOH）媒体公司德高新加坡（JCDecaux）宣布将成为全球领先的优质供应平台，加速程序化户外媒体的强劲增长（ pDOOH）。了即时竞价功能。这项尖端技术将改变广告主和消费者互动的方式，使数位户外广告比以往任何时候都更具针对性、高效性和影响力。

市场上营运的主要公司包括 Microsoft、Adobe (Adobe Advertising Cloud)、The Trade Desk、Google (Google Ad Manager)、Criteo、YANDEX LLC、Verve Group, Inc.、Digital Turbine, Inc.、SmartyAds 和泽塔全球公司

目录

第1章 市场简介

• 市场定义
• 主要目的
• 相关利益者
• 限制事项

第2章 调查手法或前提条件

• 调查流程
• 调查手法
• 受访者简介

第3章 摘要整理

• 产业摘要
• 各市场区隔预测
  • 市场成长的强度
• 地区展望

第4章 市场动态

• 促进因素
• 机会
• 阻碍因素
• 趋势
• PESTEL分析
• 需求面分析
• 供给面分析
  • 合併和收购
  • 投资Scenario
  • 产业考察：主要新创公司及其独特策略

第5章 价格分析

• 各地区价格分析
• 价格的影响因素

第6章 全球即时竞价市场收益 、2022年～2032年

第7章 市场洞察:竞标各类型

• 开放式竞标
• 邀请竞标

第8章 市场洞察:不同格式

• RTB影像
• RTB影片

第9章 市场洞察:各设备

• 手机
• 桌上型电脑(桌面)
• 其他

第10章 市场洞察:各用途

• 媒体和娱乐
• 游戏
• 零售·电子商务
• 旅行与奢华
• 行动应用程式
• 其他

第11章 市场洞察:各地区

• 北美
  • 美国
  • 加拿大
  • 其他北美地区
• 欧洲
  • 德国
  • 法国
  • 英国
  • 西班牙
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 全球其他地区

第12章 价值链分析

• 市场参与企业一览

第13章 竞争情形

• 竞争仪表板
• 竞争市场定位分析
• 波特的五力分析

第14章 企业简介

• Microsoft
  • Company Overview
  • Key Financials
  • SWOT Analysis
  • Product Portfolio
  • Recent Developments
• Adobe(Adobe Advertising Cloud)
• The Trade Desk
• Google(Google Ad Manager)
• Criteo
• YANDEX LLC
• Verve Group, Inc.
• Digital Turbine, Inc.
• SmartyAds
• Zeta Global Corp.

第15章 缩写与前提条件

第16章 附录

Real-time bidding, also known as RTB is a programmatic advertising technique that enables clients to bid for and purchase digital ad space without delay and get the opportunity to make transactions of digital advertising space across the web. It takes only several milliseconds, which happens when users interact with the material available online and allows advertisers to deliver advertisements to audiences of interest. The use of RTB means that brands can fine-tune their advertising placements, improve relevancy, and by extension the general performance of brands in their campaign all without the added pressure of expensive media bills.

The Real-Time Bidding Market is expected to grow with a significant CAGR of 19% during the forecast period (2024-2032). This is mainly due to the increasing mobile and video consumption that would give advertisers a way to engage with target consumers in devices and formats. The rise in mobile advertising expenditure and the need for effective programmatic technologies, such as RTB, exist, resulting in the growing usage. The rising focus on data privacy and protection laws including the GDPR and the CCPA, RTB platform providers have had to up their game on compliance and adaptation measures affective consumer targeting by advertisers. Furthermore, the integration of various platforms requires advertisers to overrule and regulate RTB at different digital touchpoints.

Based on the auction type, the market is segmented into open auction, and invitation auction. The open auction held a significant share of the market in 2023. They offer advertisers a transparent and efficient platform from which to bid for digital advertising space in real-time. They are cost-effective, flexible in budgeting and bidding, provide access to multiple audiences, and are available on the web, applications, and other platforms. The modularity of open auctions makes the technology more attractive to more brands since they can make further placements of RTB ad buys based on real-time performance data and thus improve the relevance of the advertising. For example, in June 2023, Czech company Caroda, in collaboration with the South African branch of Adform and media agency Trina Marketing, launched the first open marketplace in the in-store Digital-Out-Of-Home (DOOH) advertising network in South Africa. This is being taken forward via a programmatic open auction.

Based on format, the market is segmented into RTB image and RTB video. RTB's image held a significant share of the market in 2023. The RTB image segment contributes to growth by enabling advertisers to utilize visual content to gain audience attention in real time efficiently. The use of high-quality images in ads makes it appealing to attract more people to click and be more aware of the brand. Since images are highly effective for viral marketing social networking and other graphical environments, the major application of RTB is used for the placement of interest-based image commercials. The appearance also ensures that companies target the intended audiences effectively by leveraging picture-based communications. For instance, Google, Criteo, and The Trade Desk are always on the frontline in the use of RTB for image advertising to maximize the engagement of the customers.

Based on devices, the market is segmented into mobile, desktop, and others. Mobile held a significant market share in 2023. The high engagement rates of mobile phones make it possible for companies to adjust bids for ads in apps, websites, and social networks timely to gain users' attention. Mobile RTB has the potential to grow the way in helping target audiences that are actively using their handheld devices to browse, interact socially, and shop. Moreover, mobile RTB further identifies niches such as geographical location, browsing history, or app usage greatly improving the ad relevance.

Based on the application, the market is segmented into media & entertainment, games, retail & e-commerce, travel and luxury, mobile apps, and others. Media & Entertainment is expected to grow with a significant CAGR during the forecast period (2024-2032). This sector uses RTB to take advantage of video and streaming platforms, which have a huge and highly interested audience. RTB enables companies within this context to place a targeted video or display adverts on viewers' preferred content and the style they wield. With the advancement in streaming service providers, RTB is then employed by media companies to benchmark the ad spots, thus presenting the program to the viewers across devices and relevant ads.

For a better understanding of the market adoption of Real-Time Bidding, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, France, U.K., Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. Asia-Pacific is expected to grow with a significant CAGR during the forecast period (2024-2032). APAC region has a high impact due to the growing digital advertising market within the region and ever-growing internet usage. As the number of middle-class consumers rises and ownership of mobile devices continues to grow in countries such as China, India, and the countries in Southeast Asia, there is an ever-growing adoption of RTB for advertising to desirable audiences. The growing number of electronics sales platforms results in a vast amount of ad space available and contributes to the implementation of programmatic advertising systems. Furthermore, local players on this front are refining the quality of RTB campaigns through Big Data, as well as the implementation of more sophisticated data and machine learning. For instance, on 12 June 2023, JCDecaux Singapore (JCDecaux), the number one out-of-home (OOH) media company, announced the launch of its Real-Time Bidding capability via VIOOH, the leading premium global supply side platform, to accelerate the strong growth of programmatic OOH (pDOOH). This cutting-edge technology changes the way advertisers engage with consumers, making digital OOH advertising more targeted, efficient, and impactful than ever before.

Some of the major players operating in the market include Microsoft, Adobe (Adobe Advertising Cloud), The Trade Desk, Google (Google Ad Manager), Criteo, YANDEX LLC, Verve Group, Inc., Digital Turbine, Inc., SmartyAds, Zeta Global Corp.

TABLE OF CONTENTS

1.MARKET INTRODUCTION

• 1.1. Market Definitions
• 1.2. Main Objective
• 1.3. Stakeholders
• 1.4. Limitation

2.RESEARCH METHODOLOGY OR ASSUMPTION

• 2.1. Research Process of the Real-Time Bidding Market
• 2.2. Research Methodology of the Real-Time Bidding Market
• 2.3. Respondent Profile

3.EXECUTIVE SUMMARY

• 3.1. Industry Synopsis
• 3.2. Segmental Outlook
  • 3.2.1. Market Growth Intensity
• 3.3. Regional Outlook

4.MARKET DYNAMICS

• 4.1. Drivers
• 4.2. Opportunity
• 4.3. Restraints
• 4.4. Trends
• 4.5. PESTEL Analysis
• 4.6. Demand Side Analysis
• 4.7. Supply Side Analysis
  • 4.7.1. Merger & Acquisition
  • 4.7.2. Investment Scenario
  • 4.7.3. Industry Insights: Leading Startups and Their Unique Strategies

5.PRICING ANALYSIS

• 5.1. Regional Pricing Analysis
• 5.2. Price Influencing Factors

6.GLOBAL REAL-TIME BIDDING MARKET REVENUE (USD BN), 2022-2032F

7.MARKET INSIGHTS BY AUCTION TYPE

• 7.1. Open Auction
• 7.2. Invitation-Auction

8.MARKET INSIGHTS BY FORMAT

• 8.1. RTB Image
• 8.2. RTB Video

9.MARKET INSIGHTS BY DEVICE

• 9.1. Mobile
• 9.2. Desktop
• 9.3. Others

10.MARKET INSIGHTS BY APPLICATION

• 10.1. Media & Entertainment
• 10.2. Games
• 10.3. Retail & e-Commerce
• 10.4. Travel and luxury
• 10.5. Mobile apps
• 10.6. Others

11.MARKET INSIGHTS BY REGION

• 11.1. North America
  • 11.1.1. U.S.
  • 11.1.2. Canada
  • 11.1.3. Rest of North America
• 11.2. Europe
  • 11.2.1. Germany
  • 11.2.2. France
  • 11.2.3. UK
  • 11.2.4. Spain
  • 11.2.5. Italy
  • 11.2.6. Rest of Europe
• 11.3. Asia-Pacific
  • 11.3.1. China
  • 11.3.2. Japan
  • 11.3.3. India
  • 11.3.4. Rest of APAC
• 11.4. Rest of the World

12.VALUE CHAIN ANALYSIS

• 12.1. List of Market Participants

13.COMPETITIVE LANDSCAPE

• 13.1. Competition Dashboard
• 13.2. Competitor Market Positioning Analysis
• 13.3. Porter Five Forces Analysis

14.COMPANY PROFILES

• 14.1. Microsoft
  • 14.1.1. Company Overview
  • 14.1.2. Key Financials
  • 14.1.3. SWOT Analysis
  • 14.1.4. Product Portfolio
  • 14.1.5. Recent Developments
• 14.2. Adobe (Adobe Advertising Cloud)
• 14.3. The Trade Desk
• 14.4. Google (Google Ad Manager)
• 14.5. Criteo
• 14.6. YANDEX LLC
• 14.7. Verve Group, Inc.
• 14.8. Digital Turbine, Inc.
• 14.9. SmartyAds
• 14.10. Zeta Global Corp.

15.ACRONYMS & ASSUMPTION

16.ANNEXURE