Real-time Bidding Market in the US 2016-2020

Overview of the real-time bidding (RTB) market in the US

Technavio’s market research analyst predicts the real-time bidding (RTB) market in the US to grow at a CAGR of around 25% by 2020. In recent times, the digital marketing campaigns are overtaking traditional advertising strategies, as they reach audience within a short timeframe. Such marketing campaigns are more viewed and provide enormous opportunities for small and medium-sized businesses. Digital marketing strategies like RTB marketing enable campaigners to monitor the effectiveness of advertisements in real time, as the reaction results are easily attainable. Also, the campaigners can easily measure the effectiveness of the campaign based on the profile of the visitor, without requiring additional investment. The growing importance of digital marketing will increase the efficiency of future campaigns, thereby resulting in the real-time bidding market growth in the coming years.

According to this market research analysis, the rise in the number of ad exchange platforms is one of the key RTB market trends gaining popularity across the world. Several platforms like Google, Yahoo, and Facebook have opened their inventories to RTB-based advertising. These advertising platforms help to optimize ads by enabling Yahoo and Google to place relevant ads in their inventory. Facebook has launched its ad exchange platform. With a large number of visitors logging in to Facebook every second, it is expected to drive the US RTB market during the forecast period.

RTB market segmentation by type of auction and the industry analysis

• Open auction
• Invitation-only auction