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Research and Markets: World Real-Time Bidding Analysis Report 2014: Further Evolution In The Automated Display-Advertising Market

Research and Markets (http://www.researchandmarkets.com/research/gm26v3/realtime) has announced the addition of the "Real-Time Bidding: Further Evolution In The Automated Display-Advertising Market" report to their offering.

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.

Key Topics Covered:

1. Executive Summary

2. Methodology & main concepts of RTB

3. The technology

RTB: real-time bidding

RTB and behavioural-targeted advertising

  • Tracking and user profiling
  • Retargeting
  • Cookies

4. RTB Markets

Market size

  • USA
  • EU-5 (France, Germany, Italy, Spain, UK)
  • Japan
  • Global picture

Positioning in the overall advertising structure

  • The online advertising ecosystem
  • Pricing model

5. Player strategies

Overview

  • RTB and the Internet 'four': Google and Facebook lead the way, Amazon a dark horse
  • Advertising-specific players looking to dominate their specific domain

The Internet 'four' (Google, Apple, Facebook, Amazon)

  • Google
  • Apple
  • Facebook
  • Amazon

Advertising specific players

  • Twitter / MoPub
  • Rubicon Project
  • Millennial Media
  • AppNexus
  • Criteo
  • Turn
  • Xaxis (WPP)

6. Conclusion / strategic analysis

RTB is fastest-growing segment of digital advertising

Drivers of RTB

  • Increased ROI for both advertisers and publishers
  • After dominating indirect inventory, focus moving to direct inventory
  • Big names have entered â both RTB providers and publishers
  • RTB moving into mobile

Barriers to RTB

  • Privacy concerns
  • Mobile advertising less advanced compared to fixed

7. Appendix

For more information visit http://www.researchandmarkets.com/research/gm26v3/realtime

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