Programmatic advertising involves buying and selling of online advertising display inventory through a bidding process. This process allows advertisers to bid or reserve an online inventory that best fits their buyer's profile. Real-time bidding (RTB) is one of the major types of programmatic advertising. It is supported by an auction environment that is provided by advertising exchanges/marketplaces. These marketplaces predict audience response to calculate the floor price of advertising for a specific inventory. Vendors in this market also help advertisers automatically regulate bidding costs based on the profile of the audience on the publisher's website in real time.

PART 01: Executive summary

PART 02: Scope of the report

Market overview

End-user segments

Base year and forecast period

Vendor selection criteria

Summation error

Top-vendor offerings

PART 03: Market research methodology

Research methodology

Economic indicators

PART 04: Introduction

Key market highlights

PART 05: Market landscape

Market overview

Product life cycle

Global programmatic advertising display market

Five forces analysis

PART 06: Market segmentation by display type

Global programmatic advertising display market by

display type

Global programmatic advertising display market by

desktops

Global programmatic advertising display market by

mobile devices

PART 07: Market segmentation by ad format

Global programmatic advertising display market by ad

format

PART 08: Market segmentation by auction type

Global programmatic advertising display market by

auction type

Global programmatic advertising display market by open

auction

Global programmatic advertising display market by

automated guaranteed

Global programmatic advertising display market by

invitation-only

Global programmatic advertising display market by

unreserved fixed-rate

PART 09: Buying criteria

PART 10: Geographical segmentation

Global programmatic advertising display market by

geography

Programmatic advertising display market in Americas

Programmatic advertising display market in EMEA

Programmatic advertising display market in APAC

PART 11: Key leading countries

US

Japan

PART 12: Market drivers

PART 13: Impact of drivers

PART 14: Market challenges

PART 15: Impact of drivers and challenges

PART 16: Market trends

PART 17: Vendor landscape

Competitive scenario

Key leading vendors

Other prominent vendors

PART 18: Appendix

List of abbreviations

PART 19: Explore Technavio