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市場調查報告書
商品編碼
1792596
2025 年至 2033 年即時競價市場規模、佔有率、趨勢及預測(依拍賣類型、廣告格式、應用程式、設備及地區)Real-Time Bidding Market Size, Share, Trends, and Forecast by Auction Type, Advertisement Format, Application, Device, and Region, 2025-2033 |
2024年,全球即時競價市場規模達188億美元。展望未來, IMARC Group預計到2033年,該市場規模將達到926億美元,2025-2033年期間的複合年成長率(CAGR)為18.41%。目前,北美佔據市場主導地位,佔有42.5%的顯著佔有率,這得益於數位廣告支出的不斷成長、人工智慧和資料分析在個性化定位方面的進步,以及各行各業對行動和視訊廣告格式的廣泛採用,這些格式都尋求高效、可擴展的廣告解決方案。
即時競價 (RTB) 市場的一個關鍵促進因素是,廣告主和發布商擴大採用程式化廣告,尋求自動化、數據驅動的廣告投放。 RTB 能夠實現精準的受眾定位、即時最佳化和成本效益,使其成為數位廣告交易的首選方式。向人工智慧演算法和機器學習的轉變提高了競價的準確性,確保廣告主觸達最相關的用戶,同時最大化投資報酬率 (ROI)。此外,連網電視 (CTV)、行動和視訊廣告的擴張也進一步加速了對 RTB 解決方案的需求,強化了其在不斷發展的數位廣告生態系統中的作用。例如,2024 年 12 月,Roku 和 FreeWheel 擴展了程式化合作夥伴關係,在 Roku Exchange 上啟用即時競價,透過標準化協議為廣告主提供優質的連網電視廣告資源和可擴展的受眾定位。
美國在即時競價 (RTB) 市場中扮演著舉足輕重的角色,這得益於其高度發達的數位廣告生態系統、程式化技術的廣泛應用以及先進的人工智慧驅動的廣告最佳化技術。主要的需求方平台 (DSP)、供應方平台 (SSP) 和廣告交易平台均在美國營運,促進了無縫的 RTB 交易。例如,2025 年 1 月,PubMatic 宣布快速採用 Activate,透過跨連網電視、影片、展示廣告和行動裝置的直接優質庫存來最佳化廣告效率,將每千次展示費用 (CPM) 降低 13%,並提高廣告商的透明度。美國強大的網路普及率、行動廣告的成長以及對連網電視 (CTV) 和影片廣告的持續投資進一步擴展了 RTB 的應用。此外,像 CCPA 這樣嚴格的資料隱私法規鼓勵在符合隱私要求的定位策略方面進行創新,使美國成為程序化廣告和即時競價解決方案的全球領導者。
數位廣告支出不斷成長
數位廣告支出的快速成長是市場的主要驅動力,因為廣告主正在尋求更有效的方式來觸及特定受眾。即時競價 (RTB) 使廣告主能夠按展示次數買賣廣告空間,透過根據用戶的興趣和行為即時定位用戶,從而最大化廣告支出。隨著數位媒體消費的成長,企業擴大將預算從傳統廣告管道轉移到數位平台,RTB 可以在數位平台上進行精準的受眾細分。這種轉變在北美尤其明顯,品牌優先考慮數位互動策略,以提高投資報酬率 (ROI) 並簡化廣告活動,這使得 RTB 成為實現符合用戶偏好、經濟高效的廣告的關鍵要素。根據聖路易斯聯邦儲備銀行的資料,最大的數位廣告平台 Alphabet/Google 在 2023 年創造了美國 GDP 的 0.85%。 Meta/Facebook 貢獻了總產出的 0.47%,數位廣告約佔前者收入的 77%,佔後者的 98%。其他重要參與者的廣告業務也擴大了。例如,2023年亞馬遜的數位廣告收入佔GDP的0.17%。
人工智慧和數據分析的重大進步
人工智慧和資料分析技術的不斷發展,增加了即時競價市場的整體佔有率,使廣告商能夠向用戶投放高度個人化和相關的廣告。透過機器學習演算法,廣告商可以分析大量用戶資料,例如瀏覽習慣、偏好和即時行為,以預測參與和轉換的可能性。由於 RTB 平台可以即時最佳化廣告投放,這種數據驅動的方法提高了廣告定位的準確性並提高了廣告系列成效。此外,人工智慧可以幫助廣告商減少廣告詐欺並提高安全性,從而保護投資。在人工智慧的推動下,程序化廣告的興起使行銷人員能夠做出明智的決策並獲得更高的數位廣告支出回報,從而推動市場成長。自適應機器學習 (ML) 技術已顯著推動即時競價 (RTB) 的進步。許多案例研究都表明,自適應機器學習 (ML) 在 RTB 中的效率可以提高廣告系列的效果和投資報酬率。例如,一家英國頂級廣告交易公司利用強化學習創建了一個尖端的即時競價器,其在真實資料集上的表現比傳統技術高出10.5%。這個成功案例顯示如何利用自適應機器學習來提高廣告收入並最佳化競價方法。
行動和影片廣告的興起
行動裝置使用率的上升和影片內容的普及推動了即時競價 (RTB) 的需求,因為廣告商優先選擇行動和影片廣告格式來吸引受眾。 RTB 平台支援視訊和行動廣告位的即時競價,幫助廣告主跨裝置有效地觸及消費者,進而促進了即時競價市場的成長。隨著影片內容在社群媒體和串流平台上的日益普及,RTB 使廣告主能夠透過動態互動廣告吸引用戶的注意。向行動優先策略的轉變也受益於 RTB,因為它支援基於位置的定位和應用程式內廣告,從而觸達行動裝置用戶。這種對行動和視訊格式的關注與不斷變化的消費者行為相契合,使 RTB 成為旨在提供高影響力廣告體驗的品牌的有力工具。一項行業調查顯示,高達 87% 的行銷人員表示銷售影片直接提高了銷售額。據預測,到 2029 年,行動裝置預計將佔數位影片廣告市場所有廣告支出的 89%。
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.
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.
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.
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.
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.
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.
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.
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.
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.