What is the Anticipated Market Size and Growth Trends of the RTB Market by 2029?
The RTB market size has witnessed exponential growth in recent years. Rising from $16.81 billion in 2024 to a staggering $21.11 billion in 2025, the market showcases a compound annual growth rate (CAGR) of 25.6%. This massive surge is primarily attributed to several factors including growth in digital advertising, the rise in demand for targeted advertising, advancements in ad tech and programmatic advertising, significant enhancements in audience segmentation capabilities, as well as the meteoric rise of mobile advertising.In the foreseeable future, the RTB market size is expected to maintain its upward trajectory, and is predicted to grow to $51.88 billion by 2029, reflecting a CAGR of 25.2%. Key growth drivers during this forecasted period include the expanding sphere of connected TV (CTV) advertising, a heightened focus on privacy-compliant advertising solutions, growing importance of data-driven decision-making in ad buying, increased adoption of header bidding, and the growing popularity of IoT and BYOD. Coming trends within this time frame are predicted to include the integration of AI for ad optimization, first-price auctions in RTB, server-side header bidding, unified auctions for multiple ad formats, and a heightened focus on contextual and brand-safe advertising.
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Which Factors are Driving the Growth of the RTB Market?
The rapidly growing number of smartphone users worldwide is one of the predominant drivers fuelling the growth of the RTB market. Smartphones, armed with integrated computers and advanced features, permit RTB marketers to reach their customers in real-time, enabling the effective targeting of potential customers based on location and context. By 2022 alone, the runaway growth in smartphone ownership was exemplified by the existence of 6.65 billion smartphone users worldwide, demonstrating that a staggering 83.37% of the global population owned a smartphone. The fact that roughly 91.16% of the world’s population are smartphone or feature phone owners clearly underscores why the rapidly growing number of smartphone users is a driving force propelling the RTB market.
What Are the Main Segments within the RTB Market?
1) By Ad Format: RTB Image, RTB Video
2) By Auction: Open Auction, Invited Auction
3) By Applications: Media And Entertainment, Games, Retail And E-Commerce, Travel And Luxury, Mobile Apps, Other Applications
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Which Major Players are Competing in the RTB Market?
Key competitors within the RTB market include Google LLC, Facebook Inc., Adobe Inc., PubMatic Inc., Smaato Inc., WPP plc, Yandex N. V., Criteo S. A., OpenX Technologies Inc., MediaAlpha Inc., Infectious Media Holdings Limited, Yieldbot Inc., DeepStream Technologies Ltd., Rubicon Project LLC, AdRoll Inc., The Trade Desk Inc., Adform A/S, BidSwitch Ltd., DoubleClick (Google LLC), Index Exchange Inc., LiveRamp Holdings Inc., PulsePoint Inc., RhythmOne LLCSpotX Inc., Tremor International Ltd., Verizon Media LLC, and Xandr Inc.
Which Emerging Trends are Influencing the RTB Market?
The prevalence of technological innovations underscores a key trend gaining popularity in the RTB market. Companies are keeping pace with advances and are opting to introduce novel technologies – such as live charter bidding platforms that capitalize on data and instant communication – in an effort to stand out in the market. One exemplary instance of this market trend was when Aerobid, a Poland-based online bidding platform, introduced a live charter bidding platform for brokers in April 2022, enabling them to request and book flights near-instantaneously.
Which Region is Set to Rapidly Expand Within the RTB Market Outlook?
By 2024, North America dominated the RTB market, with Asia-Pacific predicted to be the fastest-growing region within the forecast period. The regions diversely covered in the RTB market report encompass Asia-Pacific, Western Europe, Eastern Europe, North America, South America, the Middle East, and Africa.
What Does The Real Time Bidding (RTB) Market Report 2025 Offer?
Real-time bidding refers to the process by which available digital advertising inventory is bought and sold between approved buyers who evaluate and bid on each available impression. RTB is generally deployed to sell premium spots in high demand, which are often difficult for publishers to sort through potential buyers. The Real Time Bidding (RTB) Market research report from The Business Research Company offers global market size, growth rate, regional shares, competitor analysis, detailed segments, trends, and opportunities.
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