ディスプレイ広告市場におけるリアルタイム入札（Real time bidding）...市場調査レポートについてご紹介

1. Executive Summary .. 6
2. Methodology & main concepts of RTB .. 7
2.1. General methodology of IDATE’s reports 7
2.2. Definition of RTB 8
3. The technology . 9
3.1. RTB: real-time bidding 9
3.2. RTB and behavioural-targeted advertising .. 10
3.2.1. Tracking and user profiling . 10
3.2.2. Retargeting 10
3.2.3. Cookies .. 11
4. RTB Markets 12
4.1. Market size .. 12
4.1.1. USA .. 12
4.1.2. EU-5 (France, Germany, Italy, Spain, UK) . 13
4.1.3. Japan .. 14
4.1.4. Global picture .. 14
4.2. Positioning in the overall advertising structure 15
4.2.1. The online advertising ecosystem .. 15
4.2.2. Pricing model 16
5. Player strategies .. 17
5.1. Overview .. 17
5.1.1. RTB and the Internet ‘four’: Google and Facebook lead the way, Amazon a dark horse 17
5.1.2. Advertising-specific players looking to dominate their specific domain 18
5.2. The Internet ‘four’ (Google, Apple, Facebook, Amazon) .. 18
5.2.1. Google . 18
5.2.2. Apple 19
5.2.3. Facebook .. 19
5.2.4. Amazon .. 21
5.3. Advertising specific players .. 22
5.3.1. Twitter / MoPub .. 22
5.3.2. Rubicon Project .. 23
5.3.3. Millennial Media.. 24
5.3.4. AppNexus .. 24
5.3.5. Criteo 25
5.3.6. Turn .. 26
5.3.7. Xaxis (WPP) . 26
6. Conclusion / strategic analysis 27
6.1. RTB is fastest-growing segment of digital advertising . 27
6.2. Drivers of RTB .. 28
6.2.1. Increased ROI for both advertisers and publishers 28
6.2.2. After dominating indirect inventory, focus moving to direct inventory 29
6.2.3. Big names have entered – both RTB providers and publishers .. 30
6.2.4. RTB moving into mobile . 30
6.3. Barriers to RTB . 30
6.3.1. Privacy concerns 30
6.3.2. Mobile advertising less advanced compared to fixed 31
7. Appendix 32

[Tables & Figures]
Table 1: Overview of player profiles .. 17
***
Figure 1: RTB in action within an ad exchange 8
Figure 2: The Real-Time Bidding process .. 9
Figure 3: Sponsored pages displayed on the Facebook mobile application, taking into account the Facebook user’s profile . 10
Figure 4: The retargeting process 11
Figure 5: Example of mandatory cookie opt-in on a Website . 11
Figure 6: RTB revenues and share over total display ads, for USA, 2012-2018 .. 12
Figure 7: RTB revenues for France, Germany, Italy, Spain and UK, 2012-2018 . 13
Figure 8: RTB revenues as a percentage of display-advertising revenues, EU-5, 2012-2018 .. 13
Figure 9: RTB revenues and share over total display ads, for Japan, 2012-2018 14
Figure 10: Global RTB revenues and regional breakdown, 2012-2018 .. 14
Figure 11: The online advertising ecosystem 15
Figure 12: MoPub (SSP) pricing and terms .. 16
Figure 13: Google RTB on DoubleClick Ad Exchange (AdX) 18
Figure 14: The technological process of FBX .. 20
Figure 15: Example of FBX in action . 20
Figure 16: Amazon Advertising Platform (AAP) .. 21
Figure 17: MoPub’s Marketplace and Private Marketplace 22
Figure 18: The Criteo CPOP Platform .. 25
Figure 19: Relation between Criteo’s performance display and Google’s paid search ads 25
Figure 20: Some characteristic figures of Turn 26
Figure 21: Growth of advertising spend on RTB on the Nexage exchange, 2013 . 27
Figure 22: Percentage of advertisers and publishers who use an auction-based approach to media buying and selling, November 2013 28
Figure 23: Advertising ecosystem revenue sharing percentages 33

[List of companies reviewed]
Amazon
Apple
AppNexus
Criteo
Facebook
Google
Millennial Media
Rubicon Project
Turn
Twitter / MoPub
Xaxis (WPP)