【レポートの概要（一部）】
TABLE OF CONTENTS
1 INTRODUCTION 14
1.1 OBJECTIVES OF THE STUDY 14
1.2 MARKET DEFINITION 14
1.3 MARKET SCOPE 15
1.3.1 MARKET SEGMENTATION 15
1.3.2 REGIONS COVERED 15
1.4 YEARS CONSIDERED FOR THE STUDY 16
1.5 CURRENCY CONSIDERED 16
1.6 STAKEHOLDERS 17
2 RESEARCH METHODOLOGY 18
2.1 RESEARCH DATA 18
2.1.1 SECONDARY DATA 19
2.1.2 PRIMARY DATA 19
2.1.2.1 Breakup of primary participants’ profiles 19
2.1.2.2 Key industry insights 20
2.2 MARKET BREAKUP AND DATA TRIANGULATION 21
2.3 MARKET SIZE ESTIMATION 21
2.3.1 TOP-DOWN APPROACH 22
2.3.2 BOTTOM-UP APPROACH 22
2.4 MARKET FORECAST 23
2.5 ASSUMPTIONS FOR THE STUDY 24
2.6 LIMITATIONS OF THE STUDY 24
3 EXECUTIVE SUMMARY 25
4 PREMIUM INSIGHTS 29
4.1 ATTRACTIVE OPPORTUNITIES IN THE REAL-TIME BIDDING MARKET 29
4.2 REAL-TIME BIDDING MARKET: TOP 3 APPLICATIONS 29
4.3 REAL-TIME BIDDING MARKET: TOP 3 APPLICATIONS AND REGIONS 30
4.4 REAL-TIME BIDDING MARKET, BY APPLICATION 30
5 MARKET OVERVIEW AND INDUSTRY TRENDS 32
5.1 INTRODUCTION 32
5.2 MARKET DYNAMICS 32
5.2.1 DRIVERS 33
5.2.1.1 Growing internet penetration and increase in the number of smartphone users 33
5.2.1.2 Improved campaign performance and increased RoI 33
5.2.2 RESTRAINTS 34
5.2.2.1 Data privacy policies and regulations 34
5.2.3 OPPORTUNITIES 34
5.2.3.1 Increasing use of AI and ML in RTB 34
5.2.3.2 Increasing budgets for digital display advertising 34
5.2.4 CHALLENGES 35
5.2.4.1 Challenges associated with mobile advertisement frauds 35
5.2.4.2 Issues related to transparency 35
5.2.4.3 Concerns related to ad block and skip ad functionality 35
5.3 REGULATORY IMPLICATIONS 35
5.3.1 GENERAL DATA PROTECTION REGULATION (GDPR) 35
5.3.2 DATA PROTECTION AUTHORITY (DPA) 36
5.3.3 INFORMATION TECHNOLOGY (IT) ACT, 2000 36
5.4 REGULATORY ASSOCIATIONS 36
5.4.1 ADVERTISING STANDARDS AUTHORITY (ASA) 36
5.4.2 DIGITAL ADVERTISING ALLIANCE (DAA) 36
5.4.3 EUROPEAN ADVERTISING STANDARDS ALLIANCE (EASA) 36
5.4.4 AUSTRALIAN COMPETITION AND CONSUMER COMMISSION (ACCC) 36
5.4.5 NETWORK ADVERTISING INITIATIVE (NAI) 37
5.5 USE CASES 37
5.5.1 USE CASE: SCENARIO 1 37
5.5.2 USE CASE: SCENARIO 2 37
5.5.3 USE CASE: SCENARIO 3 38
5.5.4 USE CASE: SCENARIO 4 38
5.5.5 USE CASE: SCENARIO 5 39
6 REAL-TIME BIDDING MARKET, BY AUCTION TYPE 40
6.1 INTRODUCTION 41
6.2 OPEN AUCTION 42
6.2.1 GROWING TREND OF DIGITAL DISPLAY ADVERTISING TO DRIVE THE DEMAND FOR OPEN AUCTION 42
6.3 INVITED AUCTION 43
6.3.1 INVITED AUCTION TO BECOME CRUCIAL IN PROVIDING MORE CONTROL FOR PUBLISHERS OVER AD INVENTORY 43
7 REAL-TIME BIDDING MARKET, BY AD FORMAT 44
7.1 INTRODUCTION 45
7.2 RTB IMAGE 46
7.2.1 GROWING DEMAND FOR RTB IMAGE FORMAT TO EFFECTIVELY DELIVER THE ADVERTISING MESSAGE 46
7.3 RTB VIDEO 47
7.3.1 RTB VIDEO IS THE MOST POWERFUL WAY TO ENGAGE TARGET AUDIENCE 47
8 REAL-TIME BIDDING MARKET, BY APPLICATION 48
8.1 INTRODUCTION 49
8.2 MEDIA AND ENTERTAINMENT 50
8.2.1 NEED FOR IMPROVING AD PERFORMANCE AND REDUCING MEDIA WASTAGE TO DRIVE THE MEDIA COMPANIES TO INVEST IN RTB 50
8.3 GAMES 51
8.3.1 RTB IS BECOMING A BIGGER PART OF GAMES FOR ADVERTISING 51
8.4 RETAIL AND ECOMMERCE 51
8.4.1 REAL-TIME BIDDING TO PROVIDE BETTER TARGETING CAPABILITIES FOR IMPROVING AD PERFORMANCE AND ENGAGING POTENTIAL CUSTOMERS 51
8.5 TRAVEL AND LUXURY 52
8.5.1 RTB HELPING TRAVEL AND LUXURY ENTERPRISES TO EFFECTIVELY EXPAND THEIR REACH AND INCREASE THEIR VISIBILITY OF OFFERS 52
8.6 MOBILE APPS 53
8.6.1 RTB PROMOTING MOBILE APPS TO USERS BASED ON THEIR INTERESTS 53
8.7 OTHERS 53
9 REAL-TIME BIDDING MARKET, BY DEVICE 55
9.1 INTRODUCTION 56
9.2 MOBILES 57
9.2.1 MOBILE DEVICES TO DRIVE THE ADOPTION OF REAL-TIME BIDDING PLATFORMS AND SOLUTIONS 57
9.3 DESKTOPS 57
9.3.1 VIDEO ADVERTISING BECOMES A SIGNIFICANT COMPONENT OF DIGITAL ADVERTISING STRATEGY FOR DESKTOPS 57
9.4 OTHERS 58
10 REAL-TIME BIDDING MARKET, BY REGION 59
10.1 INTRODUCTION 60
10.2 NORTH AMERICA 62
10.2.1 UNITED STATES 66
10.2.1.1 Increase in use of internet applications to boost the demand for RTB solutions across the United States 66
10.2.2 CANADA 66
10.2.2.1 Increasing focus on digital ad campaigns to fuel the adoption of RTB solutions in Canada 66
10.3 EUROPE 66
10.3.1 UNITED KINGDOM 69
10.3.1.1 Advertisers’ increasing focus on digital display advertisement to drive the adoption of RTB platforms and solutions in the United Kingdom 69
10.3.2 FRANCE 69
10.3.2.1 Growing focus of advertisers and publishers on the adoption of RTB solutions to drive the growth of RTB market in France 69
10.3.3 GERMANY 70
10.3.3.1 Demand for mobile programmatic advertisement to drive the growth of RTB market in Germany 70
10.3.4 REST OF EUROPE 70
10.4 ASIA PACIFIC 70
10.4.1 CHINA 74
10.4.1.1 Growing internet users and improvements in advertising industry to drive the RTB market 74
10.4.2 JAPAN 74
10.4.2.1 Growing investments of RTB solution providers in the region to drive the growth of RTB market in Japan 74
10.4.3 AUSTRALIA 74
10.4.3.1 Increasing investments in digital advertising to fuel the adoption of RTB solutions in Australia 74
10.4.4 REST OF ASIA PACIFIC 74
10.5 MIDDLE EAST AND AFRICA 75
10.5.1 UNITED ARAB EMIRATES (UAE) 77
10.5.1.1 On-the-go marketing fostered by mobile gadgets across marketing channels to boost the adoption of RTB solutions among enterprises in the UAE 77
10.5.2 ISRAEL 78
10.5.2.1 Increasing adoption of advanced technologies to fuel the need for RTB technology 78
10.5.3 REST OF MIDDLE EAST AND AFRICA 78
10.6 LATIN AMERICA 78
10.6.1 BRAZIL 81
10.6.1.1 Emerging technology trends in Brazil to drive the growth of the RTB market in the coming years 81
10.6.2 MEXICO 81
10.6.2.1 Improving customer experience throughout the buying journey and identifying effective marketing channels to propel the adoption of RTB solutions in Mexico 81
10.6.3 REST OF LATIN AMERICA 81
11 COMPETITIVE LANDSCAPE 82
11.1 OVERVIEW 82
11.2 COMPETITIVE LEADERSHIP MAPPING 82
11.2.1 VISIONARIES 82
11.2.2 INNOVATORS 82
11.2.3 DYNAMIC DIFFERENTIATORS 82
11.2.4 EMERGING COMPANIES 82
11.3 STRENGTH OF PRODUCT PORTFOLIO 84
11.4 BUSINESS STRATEGY EXCELLENCE 85
12 COMPANY PROFILES 86
12.1 GOOGLE 86
(Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View)*
12.2 WPP 89
12.3 ADOBE 92
12.4 FACEBOOK 95
12.5 CRITEO 98
12.6 SMAATO 100
12.7 YANDEX 102
12.8 RUBICON PROJECT 104
12.9 PUBMATIC 106
12.10 SALESFORCE 108
12.11 MEDIAMATH 110
12.12 MOPUB 110
12.13 APPNEXUS (A XANDR COMPANY) 110
12.14 PLATFORM ONE 111
12.15 VERIZON MEDIA 111
12.16 MATCH2ONE 112
*Details on Business Overview, Solutions Offered, Recent Developments, SWOT Analysis, and MNM View might not be captured in case of unlisted companies.
13 APPENDIX 113
13.1 INSIGHTS OF INDUSTRY EXPERTS 113
13.2 DISCUSSION GUIDE 114
13.3 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 119
13.4 AVAILABLE CUSTOMIZATIONS 121
13.5 RELATED REPORTS 121
13.6 AUTHOR DETAILS 122
【レポート販売概要】
■ タイトル：リアルタイム入札（RTB）の世界市場予測（～2024年）■ 英文：Real-time Bidding Market by Auction Type (Open and Invited), Ad Format (RTB Image and RTB Video), Application (Media & Entertainment, Games, Retail & eCommerce, Travel & Luxury, Mobile Apps), Device (Mobiles, Desktops) and Region - Global Forecast to 2024
■ 発行日：2019年3月5日
■ 調査会社：MarketsandMarkets
■ 商品コード：TC 6956
■ 調査対象地域：グローバル
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