LONDON--(BUSINESS WIRE)--The Global Real-Time Bidding (RTB) Market is expected to grow at a CAGR of 41.18 percent from 2014-2018, topping $US42 billion by 2018, says research firm TechNavio.

Improvement in ROI encourages advertisers, agencies, media buying agencies and publishers to take interest in real-time bidding-based advertising. RTB aims to optimize marketing returns from online advertising and allows brands to compete against each other by targeting larger audiences through the bidding process.

The latest report from TechNavio emphasizes increasing demand for RTB-based direct ad sales. Several companies are now looking to connect with premium audiences and are therefore demanding direct deals in which there is no need for advertising platforms to act as mediators.

“The direct RTB share of the Global RTB Market is very small, but the convenience of bidding is driving its popularity,” says Faisal Ghaus, Vice President of TechNavio.

“With direct RTB, marketers can deal directly with publishers and negotiate on their bidding inventory. This allows them to easily attract their target audience. Moreover, publishers have control over the placement of ads, unlike in traditional RTB-based advertising where the advertising platforms and networks are determinants.”

TechNavio currently has more than 3000 market research reports on a huge range of topics, including:

About TechNavio

TechNavio is a leading global technology research and advisory company.

Founded in 2003, TechNavio has about 200 analysts globally and develops over 2000 pieces of research every year, covering more than 500 technologies across 80 countries.

TechNavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.

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