Real-Time Bidding

1. Executive Summary

2. Methodology & main concepts of RTB

2.1. General methodology of IDATE's reports

2.2. Definition of RTB

3. The technology

3.1. RTB: real-time bidding

3.2. RTB and behavioural-targeted advertising

3.2.1. Tracking and user profiling

3.2.2. Retargeting

3.2.3. Cookies

4. RTB Markets

4.1. Market size

4.1.1. USA

4.1.2. EU-5 (France, Germany, Italy, Spain, UK)

4.1.3. Japan

4.1.4. Global picture

4.2. Positioning in the overall advertising structure

4.2.1. The online advertising ecosystem

4.2.2. Pricing model

5. Player strategies

5.1. Overview

5.1.1. RTB and the Internet 'four': Google and Facebook lead the way, Amazon a dark horse

5.1.2. Advertising-specific players looking to dominate their specific domain

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

5.2.1. Google

5.2.2. Apple

5.2.3. Facebook

5.2.4. Amazon

5.3. Advertising specific players

5.3.1. Twitter / MoPub

5.3.2. Rubicon Project

5.3.3. Millennial Media

5.3.4. AppNexus

5.3.5. Criteo

5.3.6. Turn

5.3.7. Xaxis (WPP)

6. Conclusion / strategic analysis

6.1. RTB is fastest-growing segment of digital advertising

6.2. Drivers of RTB

6.2.1. Increased ROI for both advertisers and publishers

6.2.2. After dominating indirect inventory, focus moving to direct inventory

6.2.3. Big names have entered â€" both RTB providers and publishers

6.2.4. RTB moving into mobile

6.3. Barriers to RTB

6.3.1. Privacy concerns

6.3.2. Mobile advertising less advanced compared to fixed

7. Appendix

List of Tables

Table 1: Overview of player profiles

List of Figures

Figure 1: RTB in action within an ad exchange

Figure 2: The Real-Time Bidding process

Figure 3: Sponsored pages displayed on the Facebook mobile application, taking into account the Facebook user's profile

Figure 4: The retargeting process

Figure 5: Example of mandatory cookie opt-in on a Website

Figure 6: RTB revenues and share over total display ads, for USA, 2012-2018

Figure 7: RTB revenues for France, Germany, Italy, Spain and UK, 2012-2018

Figure 8: RTB revenues as a percentage of display-advertising revenues, EU-5, 2012-2018

Figure 9: RTB revenues and share over total display ads, for Japan, 2012-2018

Figure 10: Global RTB revenues and regional breakdown, 2012-2018

Figure 11: The online advertising ecosystem

Figure 12: MoPub (SSP) pricing and terms

Figure 13: Google RTB on DoubleClick Ad Exchange (AdX)

Figure 14: The technological process of FBX

Figure 15: Example of FBX in action

Figure 16: Amazon Advertising Platform (AAP)

Figure 17: MoPub's Marketplace and Private Marketplace

Figure 18: The Criteo CPOP Platform

Figure 19: Relation between Criteo's performance display and Google's paid search ads

Figure 20: Some characteristic figures of Turn

Figure 21: Growth of advertising spend on RTB on the Nexage exchange, 2013

Figure 22: Percentage of advertisers and publishers who use an auction-based approach to media buying and selling, November 2013

Figure 23: Advertising ecosystem revenue sharing percentages

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