Summary
This report examines the market of RTB (real time bidding), the concept within advertising which is today showing the most growth; it provides increased ROI for both demand and supply, and has further potential as it spreads from current indirect sales to also direct sales. The global market sizing and forecasts, together with country breakdowns of the US, France, Germany, Italy, Spain, UK and Japan is provided, together with the main drivers and barriers for this market. The strategies of the Internet giants (GAFA), together with examples of specialised players (DSPs, SSPs and ad networks) are also looked into.
Table of contents
1. Executive Summary
2. Methodology & main concepts of RTB
2.1. General methodology of IDATE’s reports
2.2. Definition of RTB
3. The technology
3.1. RTB: real-time bidding
3.2. RTB and behavioural-targeted advertising
3.2.1. Tracking and user profiling
3.2.2. Retargeting
3.2.3. Cookies
4. RTB Markets
4.1. Market size
4.1.1. USA
4.1.2. EU-5 (France, Germany, Italy, Spain, UK)
4.1.3. Japan
4.1.4. Global picture
4.2. Positioning in the overall advertising structure
4.2.1. The online advertising ecosystem
4.2.2. Pricing model
5. Player strategies
5.1. Overview
5.1.1. RTB and the Internet ‘four’: Google and Facebook lead the way, Amazon a dark horse
5.1.2. Advertising-specific players looking to dominate their specific domain
5.2. The Internet ‘four’ (Google, Apple, Facebook, Amazon)
5.2.1. Google
5.2.2. Apple
5.2.3. Facebook
5.2.4. Amazon
5.3. Advertising specific players
5.3.1. Twitter / MoPub
5.3.2. Rubicon Project
5.3.3. Millennial Media
5.3.4. AppNexus
5.3.5. Criteo
5.3.6. Turn
5.3.7. Xaxis (WPP)
6. Conclusion / strategic analysis
6.1. RTB is fastest-growing segment of digital advertising
6.2. Drivers of RTB
6.2.1. Increased ROI for both advertisers and publishers
6.2.2. After dominating indirect inventory, focus moving to direct inventory
6.2.3. Big names have entered – both RTB providers and publishers
6.2.4. RTB moving into mobile
6.3. Barriers to RTB
6.3.1. Privacy concerns
6.3.2. Mobile advertising less advanced compared to fixed
7. Appendix
List of tables and figures
Tables
Table 1: Overview of player profiles
Figures
Figure 1: RTB in action within an ad exchange
Figure 2: The Real-Time Bidding process
Figure 3: Sponsored pages displayed on the Facebook mobile application, taking into account the Facebook user’s profile
Figure 4: The retargeting process
Figure 5: Example of mandatory cookie opt-in on a Website
Figure 6: RTB revenues and share over total display ads, for USA, 2012-2018
Figure 7: RTB revenues for France, Germany, Italy, Spain and UK, 2012-2018
Figure 8: RTB revenues as a percentage of display-advertising revenues, EU-5, 2012-2018
Figure 9: RTB revenues and share over total display ads, for Japan, 2012-2018
Figure 10: Global RTB revenues and regional breakdown, 2012-2018
Figure 11: The online advertising ecosystem
Figure 12: MoPub (SSP) pricing and terms
Figure 13: Google RTB on DoubleClick Ad Exchange (AdX)
Figure 14: The technological process of FBX
Figure 15: Example of FBX in action
Figure 16: Amazon Advertising Platform (AAP)
Figure 17: MoPub’s Marketplace and Private Marketplace
Figure 18: The Criteo CPOP Platform
Figure 19: Relation between Criteo’s performance display and Google’s paid search ads
Figure 20: Some characteristic figures of Turn
Figure 21: Growth of advertising spend on RTB on the Nexage exchange, 2013
Figure 22: Percentage of advertisers and publishers who use an auction-based approach to media buying and selling, November 2013
Figure 23: Advertising ecosystem revenue sharing percentages
Geographic area
- France
- Germany
- Italy
- Spain
- United Kingdom
- Japan
- United States
Players
- Amazon
- Apple
- AppNexus
- Criteo
- Millennial Media
- Rubicon Project
- Turn
- Twitter / MoPub
- Xaxis (WPP)
Slideshow
Other details
- Reference: M14155IN1A
- Delivery: on the DigiWorld Interactive platform
- Languages available: English
- Tags: RTB, Ad networks, advertisers, advertising ecosystem, advertising players, advertising structure, advertising value chain, automated display-advertising, behavioural-targeted advertising, big brands, CAGR, commercial giants, cookies, display inventories, display-advertising market, DSPs, eBay, Ecpm, FAGA, FBX, increased competition, internet four, market consolidation, maturity, middlemen, non-automated environment, personal data, personal data use, premium inventory sales, pricing model, privacy, privacy concerns, programmatic buying, publishers, real-time added value, Real-Time Bidding, retargeting, ROI, SSPs, targeted advertising, tracking, traditional inventory, user profiling
