市場調査レポート

商品コード

1792596

リアルタイム入札市場規模、シェア、動向、予測：オークションタイプ、広告フォーマット、用途、デバイス、地域別、2025～2033年

Real-Time Bidding Market Size, Share, Trends, and Forecast by Auction Type, Advertisement Format, Application, Device, and Region, 2025-2033

出版日: 2025年08月01日
発行: IMARC
ページ情報: 英文 147 Pages
納期: 2～3営業日

カスタマイズ可能

価格

PDF & Excel (Single User License)

USD 2,999 448,440円

レポートPDFおよびExcelを1名のみがご利用頂けるライセンスです。PDFおよびExcel内のテキスト等のコピー&ペースト、印刷はできません。

PDF & Excel (5 User License)

USD 3,999 597,970円

レポートPDFおよびExcelを同一企業内の5名様までがご利用頂けるライセンスです。PDFおよびExcel内のテキスト等のコピー&ペーストはできませんが、印刷は5部まで可能です。印刷したもののご利用はPDFおよびExcelのご利用範囲に準拠します。

PDF & Excel (Corporate License)

USD 4,999 747,500円

レポートPDFおよびExcelを企業内すべての方に使用頂けるライセンスです。PDFおよびExcel内のテキスト等のコピー&ペーストは可能ですが、事前にIMARC Services Private Limited社の許可が必要です。PDFおよびExcelの印刷回数に制限はありません。印刷したもののご利用はPDFおよびExcelのご利用範囲に準拠します。

価格表記: USDを日本円(税抜)に換算

本日の銀行送金レート: 1USD=149.53円

全表示
概要
図表
目次

概要

サンプル依頼リストに入れる

リアルタイム入札の世界市場規模は2024年に188億米ドルに達しました。今後、IMARC Groupは、2033年には926億米ドルに達し、2025～2033年にかけて18.41%の成長率（CAGR）を示すと予測しています。デジタル広告費の増加、パーソナライズされたターゲティングのためのAIとデータ分析の進歩、効率的でスケーラブルな広告ソリューションを求める様々な産業におけるモバイル広告と動画広告フォーマットの広範な採用が市場を牽引しており、現在北米が42.5%という大きなシェアを占めています。

リアルタイム入札（RTB）市場の主要促進要因は、自動化されたデータ駆動型の広告掲載を求める広告主やパブリッシャーによるプログラマティック広告の採用が増加していることです。RTBは、正確な視聴者ターゲティング、リアルタイムの最適化、コスト効率化を可能にし、デジタル広告取引の手法として好まれています。AIを活用したアルゴリズムや機械学習へのシフトは入札精度を高め、広告主が投資収益率（ROI）を最大化しながら最も関連性の高いユーザーに確実にリーチできるようにします。さらに、コネクテッドTV（CTV）、モバイル、動画広告の拡大は、RTBソリューションの需要をさらに加速させ、進化するデジタル広告エコシステムにおける役割を強化します。例えば、2024年12月、RokuとFreeWheelはプログラマティックパートナーシップを拡大し、Roku Exchangeでリアルタイム入札を利用できるようになりました。

米国はリアルタイム入札（RTB）市場において極めて重要な役割を担っており、高度に発達したデジタル広告エコシステム、プログラマティック技術の普及、AIを活用した先進的広告最適化がその原動力となっています。米国では、主要なデマンドサイドプラットフォーム（DSP）、サプライサイドプラットフォーム（SSP）、アドエクスチェンジが稼働しており、シームレスなRTB取引を促進しています。例えば、2025年1月、PubMaticはActivateの急速な採用を発表し、CTV、ビデオ、ディスプレイ、モバイルにわたるダイレクトプレミアム在庫で広告効率を最適化し、CPMを13%削減し、広告主の透明性を高めました。同国のインターネット普及率の高さ、モバイル広告の成長、コネクテッドTV（CTV）や動画広告への投資の増加は、RTBアプリケーションをさらに拡大します。さらに、CCPAのような厳格なデータプライバシー規制は、プライバシーに準拠したターゲティング戦略の革新を促し、米国をプログラマティック広告とリアルタイム入札ソリューションの世界リーダーとして位置づけています。

リアルタイム入札市場の動向

拡大するデジタル広告費

広告主が特定のオーディエンスにリーチするためのより効率的な方法を求めているため、デジタル広告費の急激な増加が市場の主要な促進要因となっています。RTBにより、広告主はインプレッション単位で広告枠を売買できるようになり、ユーザーの興味や行動に基づいてリアルタイムにターゲティングすることで、広告費を最大化できます。デジタルメディアの消費が拡大するにつれ、企業は従来型広告チャネルから、RTBによって正確なオーディエンスのセグメンテーションが可能なデジタルプラットフォームへと予算を移す傾向が強まっています。この移行は特に北米ので顕著で、ブランドはROIの向上と広告キャンペーンの合理化のためにデジタルエンゲージメント戦略を優先しており、RTBはユーザーの嗜好に沿った費用対効果の高い広告を実現するための重要な要素となっています。セントルイス連邦準備銀行のデータによると、最大のデジタル広告プラットフォームであるアルファベット/Googleは、2023年に米国GDPの0.85%を生み出しました。メタ/Facebookはさらに総生産の0.47%に貢献し、デジタル広告は前者の収益のおよそ77%、後者の98%を占めています。他の重要な参入企業の広告事業も拡大しています。例えば、Amazonのデジタル広告からの収益は、2023年にはGDPの0.17%を占めます。

AIとデータ分析の著しい進歩

AIとデータ分析技術の進歩により、リアルタイム入札市場全体のシェアが拡大しており、広告主は高度にパーソナライズされた関連性の高い広告をユーザーに配信できるようになっています。広告主は、機械学習アルゴリズムを通じて、閲覧習慣や嗜好、リアルタイムの行動など、膨大な量のユーザーデータを分析し、エンゲージメントやコンバージョンの可能性を予測することができます。RTBプラットフォームがリアルタイムで広告配置を最適化するため、このデータ主導のアプローチによって広告ターゲティングの精度が高まり、キャンペーンの効果が向上します。さらに、AIによって広告主は広告詐欺を減らし、セキュリティを向上させ、投資を保護することができます。AI機能によって推進されるプログラマティック広告の増加は、マーケティング担当者が情報に基づいた意思決定を行い、デジタル広告費でより高いリターンを達成する力を与え、それによって市場の成長に拍車をかけています。適応型機械学習（ML）技術は、リアルタイム入札（RTB）の顕著な進歩につながっています。RTBにおける適応型機械学習（ML）の効率性は、キャンペーンのパフォーマンスとROIを向上させる多くの使用事例で示されています。例えば、英国の広告取引所の主要企業は、強化学習を使って最先端のリアルタイム入札機を開発し、実世界のデータセットで従来型技術を10.5％上回りました。このサクセスストーリーは、適応型機械学習が広告収入の改善や入札方法の最適化にどのように利用できるかを示しています。

モバイル広告と動画広告の増加

モバイルデバイスの使用率の上昇と動画コンテンツの人気は、広告主がオーディエンスの関心を引くためにモバイルと動画広告フォーマットを優先するため、RTBの需要を促進しています。RTBプラットフォームは、動画やモバイルの広告枠でリアルタイム入札を利用できるため、広告主はデバイスを問わず効果的に消費者にリーチすることができ、これがリアルタイム入札市場の成長に寄与しています。ソーシャルメディアやストリーミングプラットフォームで動画コンテンツが人気を集める中、RTBによって広告主はダイナミックでインタラクティブな広告を通じてユーザーの注目を集めることができます。また、モバイルファースト戦略へのシフトも、RTBによって位置情報ベースターゲティングやアプリ内広告が可能になり、外出中のユーザーにリーチできるようになるため、恩恵を受けています。モバイルと動画フォーマットへのこのような焦点は、進化する消費者行動と一致しており、RTBはインパクトのある広告体験を提供することを目指すブランドにとって強力なツールとなっています。産業の世論調査によると、87％のマーケターがセールスビデオが直接売上を伸ばしたと答えています。予測によると、2029年までに、デジタル動画広告市場における全広告費の89%をモバイル機器が占めるようになると予想されています。

北米
- 米国
- カナダ
アジア太平洋
- 中国
- 日本
- インド
- 韓国
- オーストラリア
- インドネシア
- その他
欧州
- ドイツ
- フランス
- 英国
- イタリア
- スペイン
- ロシア
- その他
ラテンアメリカ
- ブラジル
- メキシコ
- アルゼンチン
- コロンビア
- チリ
- ペルー
- その他
中東・アフリカ
- トルコ
- サウジアラビア
- イラン
- アラブ首長国連邦
- その他

第11章 SWOT分析

概要
強み
弱み
機会
脅威

第12章バリューチェーン分析

概要
インバウンド物流
オペレーション
アウトバウンド物流
マーケティングとセールス
サービス

第13章ポーターのファイブフォース分析

概要
買い手の交渉力
供給企業の交渉力
競合の程度
新規参入業者の脅威
代替品の脅威

第14章価格指標

第15章競合情勢

市場構造
主要企業
主要企業のプロファイル
- Adobe Inc.
- AppNexus Inc.
- Criteo SA
- Facebook Inc.
- Google LLC
- Match2One AB
- MediaMath, Inc.
- MoPub/Twitter, Inc.
- PubMatic, Inc.
- Salesforce.com, inc.
- Smaato, Inc.
- The Rubicon Project, Inc.
- Verizon Media
- WPP plc
- Yandex Europe AG

図表

List of Figures

Figure 1: Global: Real-Time Bidding Market: Major Drivers and Challenges
Figure 2: Global: Real-Time Bidding Market: Sales Value (in Billion USD), 2019-2024
Figure 3: Global: Real-Time Bidding Market: Breakup by Auction Type (in %), 2024
Figure 4: Global: Real-Time Bidding Market: Breakup by Advertisement Format (in %), 2024
Figure 5: Global: Real-Time Bidding Market: Breakup by Application (in %), 2024
Figure 6: Global: Real-Time Bidding Market: Breakup by Device (in %), 2024
Figure 7: Global: Real-Time Bidding Market: Breakup by Region (in %), 2024
Figure 8: Global: Real-Time Bidding Market Forecast: Sales Value (in Billion USD), 2025-2033
Figure 9: Global: Real-Time Bidding (Open Auction) Market: Sales Value (in Million USD), 2019 & 2024
Figure 10: Global: Real-Time Bidding (Open Auction) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 11: Global: Real-Time Bidding (Invitation-Auction) Market: Sales Value (in Million USD), 2019 & 2024
Figure 12: Global: Real-Time Bidding (Invitation-Auction) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 13: Global: Real-Time Bidding (Video) Market: Sales Value (in Million USD), 2019 & 2024
Figure 14: Global: Real-Time Bidding (Video) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 15: Global: Real-Time Bidding (Image) Market: Sales Value (in Million USD), 2019 & 2024
Figure 16: Global: Real-Time Bidding (Image) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 17: Global: Real-Time Bidding (Media & Entertainment) Market: Sales Value (in Million USD), 2019 & 2024
Figure 18: Global: Real-Time Bidding (Media & Entertainment) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 19: Global: Real-Time Bidding (Retail and E-commerce) Market: Sales Value (in Million USD), 2019 & 2024
Figure 20: Global: Real-Time Bidding (Retail and E-commerce) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 21: Global: Real-Time Bidding (Games) Market: Sales Value (in Million USD), 2019 & 2024
Figure 22: Global: Real-Time Bidding (Games) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 23: Global: Real-Time Bidding (Travel & Luxury) Market: Sales Value (in Million USD), 2019 & 2024
Figure 24: Global: Real-Time Bidding (Travel & Luxury) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 25: Global: Real-Time Bidding (Mobile Applications) Market: Sales Value (in Million USD), 2019 & 2024
Figure 26: Global: Real-Time Bidding (Mobile Applications) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 27: Global: Real-Time Bidding (Other Applications) Market: Sales Value (in Million USD), 2019 & 2024
Figure 28: Global: Real-Time Bidding (Other Applications) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 29: Global: Real-Time Bidding (Mobile) Market: Sales Value (in Million USD), 2019 & 2024
Figure 30: Global: Real-Time Bidding (Mobile) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 31: Global: Real-Time Bidding (Desktop) Market: Sales Value (in Million USD), 2019 & 2024
Figure 32: Global: Real-Time Bidding (Desktop) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 33: Global: Real-Time Bidding (Other Devices) Market: Sales Value (in Million USD), 2019 & 2024
Figure 34: Global: Real-Time Bidding (Other Devices) Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 35: North America: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 36: North America: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 37: United States: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 38: United States: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 39: Canada: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 40: Canada: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 41: Asia Pacific: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 42: Asia Pacific: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 43: China: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 44: China: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 45: Japan: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 46: Japan: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 47: India: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 48: India: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 49: South Korea: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 50: South Korea: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 51: Australia: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 52: Australia: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 53: Indonesia: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 54: Indonesia: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 55: Others: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 56: Others: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 57: Europe: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 58: Europe: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 59: Germany: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 60: Germany: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 61: France: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 62: France: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 63: United Kingdom: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 64: United Kingdom: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 65: Italy: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 66: Italy: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 67: Spain: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 68: Spain: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 69: Russia: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 70: Russia: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 71: Others: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 72: Others: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 73: Latin America: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 74: Latin America: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 75: Brazil: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 76: Brazil: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 77: Mexico: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 78: Mexico: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 79: Argentina: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 80: Argentina: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 81: Colombia: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 82: Colombia: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 83: Chile: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 84: Chile: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 85: Peru: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 86: Peru: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 87: Others: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 88: Others: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 89: Middle East and Africa: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 90: Middle East and Africa: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 91: Turkey: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 92: Turkey: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 93: Saudi Arabia: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 94: Saudi Arabia: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 95: Iran: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 96: Iran: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 97: United Arab Emirates: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 98: United Arab Emirates: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 99: Others: Real-Time Bidding Market: Sales Value (in Million USD), 2019 & 2024
Figure 100: Others: Real-Time Bidding Market Forecast: Sales Value (in Million USD), 2025-2033
Figure 101: Global: Real-Time Bidding Industry: SWOT Analysis
Figure 102: Global: Real-Time Bidding Industry: Value Chain Analysis
Figure 103: Global: Real-Time Bidding Industry: Porter's Five Forces Analysis

List of Tables

Table 1: Global: Real-Time Bidding Market: Key Industry Highlights, 2024 and 2033
Table 2: Global: Real-Time Bidding Market Forecast: Breakup by Auction Type (in Million USD), 2025-2033
Table 3: Global: Real-Time Bidding Market Forecast: Breakup by Advertisement Format (in Million USD), 2025-2033
Table 4: Global: Real-Time Bidding Market Forecast: Breakup by Application (in Million USD), 2025-2033
Table 5: Global: Real-Time Bidding Market Forecast: Breakup by Device (in Million USD), 2025-2033
Table 6: Global: Real-Time Bidding Market Forecast: Breakup by Region (in Million USD), 2025-2033
Table 7: Global: Real-Time Bidding Market: Competitive Structure
Table 8: Global: Real-Time Bidding Market: Key Players

Product Code: SR112025A1847

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.

Real-Time Bidding Market Trends:

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.

Real-Time Bidding Industry Segmentation:

Analysis by Auction Type:

Open Auction
Invitation-Auction

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.

Analysis by Advertisement Format:

Video
Image

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.

Analysis by Application:

Media & Entertainment
Retail and E-commerce
Games
Travel & Luxury
Mobile Applications
Others

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.

Analysis by Device:

Mobile
Desktop
Others

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.

Regional Analysis:

North America
- United States
- Canada
Asia Pacific
- China
- Japan
- India
- South Korea
- Australia
- Indonesia
- Others
Europe
- Germany
- France
- United Kingdom
- Italy
- Spain
- Russia
- Others
Latin America
- Brazil
- Mexico
- Argentina
- Colombia
- Chile
- Peru
- Others
Middle East and Africa
- Turkey
- Saudi Arabia
- Iran
- United Arab Emirates
- Others

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.

Key Regional Takeaways:

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.

Competitive Landscape:

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.

The report provides a comprehensive analysis of the competitive landscape in the real-time bidding market with detailed profiles of all major companies, including:

Adobe Inc.
AppNexus Inc.
Criteo SA
Facebook Inc.
Google LLC
Match2One AB
MediaMath, Inc.
MoPub/ Twitter, Inc.
PubMatic, Inc.
Salesforce.com, inc.
Smaato, Inc.
The Rubicon Project, Inc.
Verizon Media
WPP plc
Yandex Europe AG

Key Questions Answered in This Report

1.How big is the real-time bidding market?
2.What is the future outlook of real-time bidding market?
3.What are the key factors driving the real-time bidding market?
4.Which region accounts for the largest real-time bidding market share?
5.Which are the leading companies in the global real-time bidding market?

1 Preface

2 Scope and Methodology

2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
- 2.3.1 Primary Sources
- 2.3.2 Secondary Sources
2.4 Market Estimation
- 2.4.1 Bottom-Up Approach
- 2.4.2 Top-Down Approach
2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

4.1 Overview
4.2 Key Industry Trends

5 Global Real-Time Bidding Market

5.1 Market Overview
5.2 Market Performance
5.3 Impact of COVID-19
5.4 Market Forecast

6 Market Breakup by Auction Type

6.1 Open Auction
- 6.1.1 Market Trends
- 6.1.2 Market Forecast
6.2 Invitation-Auction
- 6.2.1 Market Trends
- 6.2.2 Market Forecast

7 Market Breakup by Advertisement Format

7.1 Video
- 7.1.1 Market Trends
- 7.1.2 Market Forecast
7.2 Image
- 7.2.1 Market Trends
- 7.2.2 Market Forecast

8 Market Breakup by Application

8.1 Media & Entertainment
- 8.1.1 Market Trends
- 8.1.2 Market Forecast
8.2 Retail and E-commerce
- 8.2.1 Market Trends
- 8.2.2 Market Forecast
8.3 Games
- 8.3.1 Market Trends
- 8.3.2 Market Forecast
8.4 Travel & Luxury
- 8.4.1 Market Trends
- 8.4.2 Market Forecast
8.5 Mobile Applications
- 8.5.1 Market Trends
- 8.5.2 Market Forecast
8.6 Others
- 8.6.1 Market Trends
- 8.6.2 Market Forecast

9 Market Breakup by Device

9.1 Mobile
- 9.1.1 Market Trends
- 9.1.2 Market Forecast
9.2 Desktop
- 9.2.1 Market Trends
- 9.2.2 Market Forecast
9.3 Others
- 9.3.1 Market Trends
- 9.3.2 Market Forecast

10 Market Breakup by Region

10.1 North America
- 10.1.1 United States
  - 10.1.1.1 Market Trends
  - 10.1.1.2 Market Forecast
- 10.1.2 Canada
  - 10.1.2.1 Market Trends
  - 10.1.2.2 Market Forecast
10.2 Asia Pacific
- 10.2.1 China
  - 10.2.1.1 Market Trends
  - 10.2.1.2 Market Forecast
- 10.2.2 Japan
  - 10.2.2.1 Market Trends
  - 10.2.2.2 Market Forecast
- 10.2.3 India
  - 10.2.3.1 Market Trends
  - 10.2.3.2 Market Forecast
- 10.2.4 South Korea
  - 10.2.4.1 Market Trends
  - 10.2.4.2 Market Forecast
- 10.2.5 Australia
  - 10.2.5.1 Market Trends
  - 10.2.5.2 Market Forecast
- 10.2.6 Indonesia
  - 10.2.6.1 Market Trends
  - 10.2.6.2 Market Forecast
- 10.2.7 Others
  - 10.2.7.1 Market Trends
  - 10.2.7.2 Market Forecast
10.3 Europe
- 10.3.1 Germany
  - 10.3.1.1 Market Trends
  - 10.3.1.2 Market Forecast
- 10.3.2 France
  - 10.3.2.1 Market Trends
  - 10.3.2.2 Market Forecast
- 10.3.3 United Kingdom
  - 10.3.3.1 Market Trends
  - 10.3.3.2 Market Forecast
- 10.3.4 Italy
  - 10.3.4.1 Market Trends
  - 10.3.4.2 Market Forecast
- 10.3.5 Spain
  - 10.3.5.1 Market Trends
  - 10.3.5.2 Market Forecast
- 10.3.6 Russia
  - 10.3.6.1 Market Trends
  - 10.3.6.2 Market Forecast
- 10.3.7 Others
  - 10.3.7.1 Market Trends
  - 10.3.7.2 Market Forecast
10.4 Latin America
- 10.4.1 Brazil
  - 10.4.1.1 Market Trends
  - 10.4.1.2 Market Forecast
- 10.4.2 Mexico
  - 10.4.2.1 Market Trends
  - 10.4.2.2 Market Forecast
- 10.4.3 Argentina
  - 10.4.3.1 Market Trends
  - 10.4.3.2 Market Forecast
- 10.4.4 Colombia
  - 10.4.4.1 Market Trends
  - 10.4.4.2 Market Forecast
- 10.4.5 Chile
  - 10.4.5.1 Market Trends
  - 10.4.5.2 Market Forecast
- 10.4.6 Peru
  - 10.4.6.1 Market Trends
  - 10.4.6.2 Market Forecast
- 10.4.7 Others
  - 10.4.7.1 Market Trends
  - 10.4.7.2 Market Forecast
10.5 Middle East and Africa
- 10.5.1 Turkey
  - 10.5.1.1 Market Trends
  - 10.5.1.2 Market Forecast
- 10.5.2 Saudi Arabia
  - 10.5.2.1 Market Trends
  - 10.5.2.2 Market Forecast
- 10.5.3 Iran
  - 10.5.3.1 Market Trends
  - 10.5.3.2 Market Forecast
- 10.5.4 United Arab Emirates
  - 10.5.4.1 Market Trends
  - 10.5.4.2 Market Forecast
- 10.5.5 Others
  - 10.5.5.1 Market Trends
  - 10.5.5.2 Market Forecast

11 SWOT Analysis

11.1 Overview
11.2 Strengths
11.3 Weaknesses
11.4 Opportunities
11.5 Threats

12 Value Chain Analysis

12.1 Overview
12.2 Inbound Logistics
12.3 Operations
12.4 Outbound Logistics
12.5 Marketing and Sales
12.6 Service

13 Porters Five Forces Analysis

13.1 Overview
13.2 Bargaining Power of Buyers
13.3 Bargaining Power of Suppliers
13.4 Degree of Competition
13.5 Threat of New Entrants
13.6 Threat of Substitutes

14 Price Indicators

15 Competitive Landscape

15.1 Market Structure
15.2 Key Players
15.3 Profiles of Key Players
- 15.3.1 Adobe Inc.
  - 15.3.1.1 Company Overview
  - 15.3.1.2 Product Portfolio
  - 15.3.1.3 Financials
  - 15.3.1.4 SWOT Analysis
- 15.3.2 AppNexus Inc.
  - 15.3.2.1 Company Overview
  - 15.3.2.2 Product Portfolio
- 15.3.3 Criteo SA
  - 15.3.3.1 Company Overview
  - 15.3.3.2 Product Portfolio
  - 15.3.3.3 Financials
- 15.3.4 Facebook Inc.
  - 15.3.4.1 Company Overview
  - 15.3.4.2 Product Portfolio
- 15.3.5 Google LLC
  - 15.3.5.1 Company Overview
  - 15.3.5.2 Product Portfolio
  - 15.3.5.3 SWOT Analysis
- 15.3.6 Match2One AB
  - 15.3.6.1 Company Overview
  - 15.3.6.2 Product Portfolio
- 15.3.7 MediaMath, Inc.
  - 15.3.7.1 Company Overview
  - 15.3.7.2 Product Portfolio
- 15.3.8 MoPub/ Twitter, Inc.
  - 15.3.8.1 Company Overview
  - 15.3.8.2 Product Portfolio
- 15.3.9 PubMatic, Inc.
  - 15.3.9.1 Company Overview
  - 15.3.9.2 Product Portfolio
- 15.3.10 Salesforce.com, inc.
  - 15.3.10.1 Company Overview
  - 15.3.10.2 Product Portfolio
- 15.3.11 Smaato, Inc.
  - 15.3.11.1 Company Overview
  - 15.3.11.2 Product Portfolio
- 15.3.12 The Rubicon Project, Inc.
  - 15.3.12.1 Company Overview
  - 15.3.12.2 Product Portfolio
  - 15.3.12.3 Financials
- 15.3.13 Verizon Media
  - 15.3.13.1 Company Overview
  - 15.3.13.2 Product Portfolio
- 15.3.14 WPP plc
  - 15.3.14.1 Company Overview
  - 15.3.14.2 Product Portfolio
  - 15.3.14.3 Financials
  - 15.3.14.4 SWOT Analysis
- 15.3.15 Yandex Europe AG
  - 15.3.15.1 Company Overview
  - 15.3.15.2 Product Portfolio

リアルタイム入札市場規模、シェア、動向、予測：オークションタイプ、広告フォーマット、用途、デバイス、地域別、2025～2033年

Real-Time Bidding Market Size, Share, Trends, and Forecast by Auction Type, Advertisement Format, Application, Device, and Region, 2025-2033

リアルタイム入札市場の動向

目次

第1章 序文

第2章 調査範囲と調査手法

第3章 エグゼクティブサマリー

第4章 イントロダクション

第5章 世界のリアルタイム入札市場

第6章 市場内訳：オークションタイプ別

第7章 市場内訳：広告フォーマット別

第8章 市場内訳：用途別

第9章 市場内訳：デバイス別

第10章 市場内訳：地域別

第11章 SWOT分析

第12章 バリューチェーン分析

第13章 ポーターのファイブフォース分析

第14章 価格指標

第15章 競合情勢