According to a new report by UnivDatos Market Insights, The Real-Time Bidding Market was valued at approximately USD 14.5 Billion in 2023 and is expected to grow at a substantial CAGR of around 19% during the forecast period (2024-2032). This is mainly due to the increasing mobile and video consumption that would give advertisers a way to engage with target consumers in devices and formats. The rise in mobile advertising expenditure and the need for effective programmatic technologies, such as RTB, exist, resulting in the growing usage. The rising focus on data privacy and protection laws including the GDPR and the CCPA, RTB platform providers have had to up their game on compliance and adaptation measures affective consumer targeting by advertisers. Furthermore, the integration of various platforms requires advertisers to overrule and regulate RTB at different digital touchpoints.

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For instance, on September 07, 2023: Google Ads announced that they intend to move primarily towards real-time bidding auctions for apps. Real-time bidding typically improves advertiser ROI, creating incentives for more advertising expenditure and, in turn, more monetization opportunities for publishers, benefiting the overall health of the ecosystem.

Here are five examples of government regulations, laws, and legal frameworks that influence the Real-Time Bidding market:

·        The CCPA requires businesses to give consumers certain information in a “notice at collection.” A notice at collection must list the categories of personal information businesses collect about consumers and the purposes for which they use the categories of information. 

·        Another California law, Civil Code section 1798.99.80, defines a data broker as “a business that knowingly collects and sells to third parties the personal information of a consumer with whom the business does not have a direct relationship.” This law exempts certain businesses that are regulated by other laws from this definition. Exempted businesses include consumer reporting agencies (commonly known as credit bureaus) and certain financial institutions and insurance companies.

CJEU rules IAB Europe’s real-time bidding violates EU GDPR

·        The Court of Justice of the European Union (CJEU) has ruled in Case C-604/22 that IAB Europe’s Transparency Consent Framework (TCF) for auctioning personal data is in breach of the EU General Data Protection Regulation (GDPR). The judgment was made following IAB Europe’s challenge to a 2022 ruling by the Belgian Data Protection Authority, which stated that its advertising real-time bidding model did not comply with the EU’s privacy regulations. The Belgian Court of Appeal subsequently requested clarification on the matter from the CJEU. The Belgian Court of Appeal will now rule on the case.

Click here to view the Report Description TOC : https://univdatos.com/report/real-time-bidding-market/

According to the report, the impact of Real-Time Bidding has been identified to be high for the APAC area. Some of how this impact has been felt include:

Asia-Pacific is expected to grow with a significant CAGR during the forecast period (2024-2032). APAC region has a high impact due to the growing digital advertising market within the region and ever-growing internet usage. As the number of middle-class consumers rises and ownership of mobile devices continues to grow in countries such as China, India, and the countries in Southeast Asia, there is an ever-growing adoption of RTB for advertising to desirable audiences. The growing number of electronics sales platforms results in a vast amount of ad space available and contributes to the implementation of programmatic advertising systems. Furthermore, local players on this front are refining the quality of RTB campaigns through Big Data, as well as the implementation of more sophisticated data and machine learning. For instance, on 12 June 2023, JCDecaux Singapore (JCDecaux), the number one out-of-home (OOH) media company, announced the launch of its Real-Time Bidding capability via VIOOH, the leading premium global supply side platform, to accelerate the strong growth of programmatic OOH (pDOOH). This cutting-edge technology changes the way advertisers engage with consumers, making digital OOH advertising more targeted, efficient, and impactful than ever before.

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