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市場調查報告書

即時競價:自動展示廣告市場上進一步演進

Real-Time Bidding: Further Evolution in the Automated Display-Advertising Market

出版商 IDATE DigiWorld 商品編碼 299976
出版日期 內容資訊 英文 33 Pages
商品交期: 最快1-2個工作天內
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即時競價:自動展示廣告市場上進一步演進 Real-Time Bidding: Further Evolution in the Automated Display-Advertising Market
出版日期: 2014年04月18日 內容資訊: 英文 33 Pages
簡介

本報告提供現在顯示最有成長的廣告概念、RTB(riarutaimubiddingu)市場相關調查、需求與供給雙方的ROI增加、及擴展目前間接銷售到直銷進一步可能性、全球市場規模的預測與各國分析、網際網路大企業的策略與專業公司(DSP、SSP及廣告網路)的實例等分析,為您概述為以下內容。

第1章 摘要整理

第2章 調查手法 & RTB的主要概念

第3章 技術

  • RTB:即時競價
  • RTB及行動目標型廣告
    • 追蹤、用戶分析
    • 重定向
    • Cookies

第4章 RTB市場

  • 市場規模
    • 美國
    • EU5個國家(法國、德國、義大利、西班牙、英國)
    • 日本
    • 全球概況
  • 整體廣告結構的定位
    • 線上廣告生態系統
    • 費用模式

第5章 企業策略

  • 概要
    • RTB與網路4大公司:Google和Facebook是領導,Amazon是黑馬
    • 廣告專業公司以特定網域的支配作為目標
  • 網際網路4大公司
    • Google
    • Apple
    • Facebook
    • Amazon
  • 廣告專業公司
    • Twitter / MoPub
    • Rubicon Project
    • Millennial Media
    • AppNexus
    • Criteo
    • Turn
    • Xaxis (WPP)

第6章 結論/策略性分析

  • RTB數位廣告的急速成長市場區隔
  • RTB的促進要素
    • 廣告業者和發行者的雙方一起ROI增加
    • 支配間接清單之後,關注移到直接清單
    • 大牌的進入 - RTB供應商和發行者雙方
    • RTB行動轉移
  • RTB的阻礙要素
    • 隱私的疑慮
    • 行動廣告比固定推遲

第7章 附錄

圖表

目錄
Product Code: M14155IN1

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 (FAGA), together with examples of specialised players (DSPs, SSPs and ad networks) are also looked into.

Table of Contents

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 - 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

Tables

  • Table 1: Overview of player profiles

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

List of companies reviewed

  • Amazon
  • Apple
  • AppNexus
  • Criteo
  • Facebook
  • Google
  • Millennial Media
  • Rubicon Project
  • Turn
  • Twitter / MoPub
  • Xaxis (WPP)

Slideshow's contents

1. Executive Summary

2. Methodology & main concepts of RTB

  • 2.1. General methodology of IDATE 's reports
  • 2.2 Definition of RTB
  • 2.3 The technology

3. RTB Markets

  • 3.1. Market size
  • 3.2 Positioning in the overall advertising structure

4. Player strategies

  • 4.1 Overview
  • 4.2 The Internet ‘four’: Facebook, Apple, Google, Amazon
  • 4.3 Advertising-specific players

5. Conclusion / strategic analysis

  • 5.1 RTB is the fastest-growing segment of digital advertising
  • 5.2 Drivers of RTB
  • 5.3 Barriers to RTB

6. Appendix

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