关键词：媒体消费；上升；电子设备；增加可支配收入；广告支出数字平台；网络视频；覆盖范围；目标；透明度；效率
摘 要：Media consumption has been on the rise globally because individuals own multiple electronic devices. Increasing disposable income and a burgeoning middle-class population are driving the sales of electronic appliances like smartphones, tablets, televisions, notebooks, and PCs. Increased use of electronic devices and internet penetration has raised the amount of time spent by users watching online videos and thus drives media consumption. For instance, in the US, people spend about 80% of their time on different sources of media such as the internet and mobile devices. These dynamics are rapidly shifting advertising expenditure from traditional media platforms to digital platforms. Advertisers are now allocating bigger budgets for online video advertising to ensure better reach, targeting, transparency, and efficiency.
目 录：

PART 01: Executive summary

Highlights

PART 02: Scope of the report

Market overview

Definitions

Base year

Vendor segmentation

PART 03: Market research methodology

Research methodology

Economic indicators

PART 04: Introduction

Key market highlights

PART 05: Market landscape

Market overview

Benefits of RTB

RTB process

PART 06: Revenue flow in RTB market

PART 07: RTB versus TV advertising

Market size and forecast

Five forces analysis

PART 08: Market segmentation by type of auction

US RTB market segmentation by type of auction

Open auction market in US

Invitation-only auction market in US

Market attractiveness by type of auction

PART 09: Market segmentation by type of ad

US RTB market segmentation by type of ad

RTB image ad market in US

RTB video ad market in US

Market attractiveness by type of ad

PART 10: Market segmentation by device

US RTB market segmentation by device

US RTB market by mobile device

US RTB market by desktop device

Market attractiveness by type of device

PART 11: Market segmentation by application

US mobile RTB market segmentation by application

PART 12: Buying criterion

PART 13: Market drivers

PART 14: Impact of drivers

PART 15: Market challenges

PART 16: Impact of drivers and challenges

PART 17: Market trends

PART 18: Vendor landscape

Competitive scenario

Other prominent vendors

PART 19: Appendix

List of abbreviation

PART 20: Explore Technavio