The real-time bidding (RTB) market, despite its maturity in the display advertising space, is a landscape filled with significant and emerging Real-Time Bidding Market Opportunities. The future growth of the programmatic advertising industry will be driven by the expansion of the RTB model into new digital channels beyond the standard web browser and mobile app. As more and more traditional media becomes digitized and connected to the internet, it becomes "programmatically enabled," creating new pools of inventory that can be bought and sold through real-time auctions. For ad-tech platforms, advertisers, and media owners, these new frontiers represent massive opportunities for growth and the chance to apply the efficiency and data-driven targeting of RTB to the entire media landscape. The future of RTB is about making every digital screen, wherever it is, a transactable impression.

The single largest and most exciting opportunity for the RTB market is in Connected TV (CTV). As viewers continue to "cut the cord" and shift from traditional linear television to streaming services on their smart TVs, a massive amount of premium video advertising inventory is becoming available for programmatic buying. The opportunity is to bring the same kind of data-driven, audience-based targeting that exists in web advertising to the world of television. Instead of buying a spot on a particular TV show and hoping the right audience is watching, an advertiser can use RTB to buy an individual ad spot within a streaming app that is being shown to a household that matches their specific target demographic (e.g., based on third-party data about household income or interests). This brings a new level of efficiency and measurability to TV advertising. The challenge and opportunity for the RTB ecosystem is to build the technology and standards needed to handle the unique aspects of the CTV environment, but the potential prize—a slice of the massive global TV advertising budget—is enormous.

Another major emerging opportunity is the application of RTB to Digital Out-of-Home (DOOH) advertising. This refers to the growing network of digital screens in the physical world, such as digital billboards on highways, screens in airports and shopping malls, and displays in taxi cabs and elevators. As these screens become connected to the internet and equipped with more advanced software, they can be integrated into the programmatic ecosystem. The opportunity is to allow advertisers to buy ad space on these screens through real-time bidding via their existing DSPs. The targeting can be based on the location of the screen, the time of day, and even on anonymized data about the type of audience that is likely to be present at that location at that time (e.g., business travelers in an airport lounge). This brings a new level of flexibility and data-driven buying to the traditionally static and slow-moving out-of-home advertising industry.

A third, more nascent but very high-potential, opportunity is the growth of programmatic in-game advertising and digital audio advertising. The global gaming audience is massive and highly engaged, and new technologies are making it possible to programmatically insert dynamic ads onto virtual billboards and other objects within PC, console, and mobile games. The opportunity is to use RTB to buy and sell this new and immersive ad inventory at scale. Similarly, as more people listen to streaming music services and podcasts, a large pool of digital audio ad inventory is being created. The opportunity is to apply the RTB model to the buying of these audio ad spots, allowing advertisers to target listeners based on their demographics, listening habits, and real-time context. Both of these channels offer a way to reach consumers in environments where they are highly engaged and where visual display ads may not be present, representing a significant new frontier for programmatic advertising growth.

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