Mobile Real-Time Bidding (RTB) Ad Spending
by Media
by Device
by Transaction Method
Fees & Publisher Revenues
Connected TV
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US Mobile Real-Time Bidding (RTB) Ad Spending
| Timeframe | 2020 | 2021 | 2022 | 2023 | 2024 | |||
|---|---|---|---|---|---|---|---|---|
| Open Exchange* | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total RTB mobile display ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total programmatic mobile display ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Private Marketplace** | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total RTB mobile display ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total programmatic mobile display ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| Real-Time Bidding | ||||||||
| – billions | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % change | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
| – % of total programmatic mobile display ad spending | Maximum of two rows can be charted. Deselect another chart icon to add this one. | |||||||
Source: eMarketer, November 2022
Note: includes native ads and ads on social networks like Facebook and Twitter; includes programmatic ads that are transacted in real time, at the impression level; includes advertising that appears on mobile phones, tablets and other mobile internet-connected devices; *includes ads transacted through a public RTB auction in which any buyer or seller can participate, also known as open auction or open marketplace; **includes all programmatic ads that are transacted as blocks of inventory using a non-auction-based approach via an API
Additional Note: Mobile programmatic display ads areMobile display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology. RTB digital display ads are programmatic ads that are transacted in real time, at the impression level.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.
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