This report evaluates the online real-time bidding (RTB) landscape in the U.S. from two viewpoints – the buy side and the sell side. The study highlights the core market sectors, profiles the key players, identifies market drivers and risk factors, and offers strategic direction for stakeholders. Finally, online display, online video, and mobile advertising revenue forecasts generated from RTB methods are presented from 2012 to 2017.

“The online real-time bidding (RTB) market is a complex environment born out of advertisers' and publishers' need to form an efficient and effective online display advertising buying and selling system,” said Heather Way, research analyst, Parks Associates. “Despite its efficiencies, the market continues to evolve at a pace that places systematic and competitive pressure on companies operating in the space.”

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