DUBLIN, June 17, 2016 /PRNewswire/ --

Research and Markets has announced the addition of the "Real-Time Bidding Market in the US 2016-2020" report to their offering.

The real-time bidding market in the US to grow at a CAGR of 24.78% during the period 2016-2020.

The report covers the present scenario and the growth prospects of the real-time bidding market in the US for 2016-2020. To calculate the market size, the report considers the revenue generated from the sales of online advertisements through RTB.

Media consumption has been on the rise globally because individuals own multiple electronic devices. Increasing disposable income and a burgeoning middle-class population are driving the sales of electronic appliances like smartphones, tablets, televisions, notebooks, and PCs. Increased use of electronic devices and internet penetration has raised the amount of time spent by users watching online videos and thus drives media consumption.

One trend that is boosting market growth is the shift of RTB advertisments to mobile web. In the mobile programmatic advertising market, the growth in mobile web is adversely influencing the market shares of programmatic advertising through mobile applications. The market shares of programmatic advertising through mobile applications dropped from 67% in 2014 to 59% in 2015. The rise in the scope of finding premium inventory is driving advertisers to invest in the mobile web.

According to the report, a key growth driver is the improved targeting of audiences. RTB enables advertisers to target their audience better and increases their access to deeper data and a broader range of inventory. As the displayed advertisement is relevant to the profile of the visitor, the relevancy, efficiency, and profitability of the ad increases. Programmatic advertising enables advertisers to adjust the advertising campaigns on a real-time basis.

Further, the report states that one challenge that could restrict market growth is the low transparency in the market. Only publishing and ad-exchange information are accurately known to the publisher, due to which their evaluation of inventory and ROI is based on limited information.

Key vendors

- ONE by AOL

- BrightRoll

- SpotXchange

- Tremor Video

- TubeMogul

Other prominent vendors

- Adconion Media Group

- AppNexus

- Convertro

- Criteo

- Dárriens Media Exchange

- Facebook

- Google

- Kontera

- LiveRail

- Microsoft

- Platform One

- Rocket Fuel

- Rubicon Project

- StickyADS.tv

- TobeMogul

Key Topics Covered:

Part 01: Executive summary

Part 02: Scope of the report

Part 03: Market research methodology

Part 04: Introduction

Part 05: Market landscape

Part 06: Revenue flow in RTB market

Part 07: RTB versus TV advertising

Part 08: Market segmentation by type of auction

Part 09: Market segmentation by type of ad

Part 10: Market segmentation by device

Part 11: Market segmentation by application

Part 12: Buying criterion

Part 13: Market drivers

Part 14: Impact of drivers

Part 15: Market challenges

Part 16: Impact of drivers and challenges

Part 17: Market trends

Part 18: Vendor landscape

Part 19: Appendix

For more information visit http://www.researchandmarkets.com/research/6pdk2w/realtime_bidding

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SOURCE Research and Markets