A new study into the real time bidding (RTB) display ad industry has calculated that it could grow to $20.8bn by 2017 on the back of 49 per cent annual growth.
If the study, conducted by research firm IDC and commissioned by PubMatic, bears out then it would mean that RTB would account for 80 per cent of US display ad spend by 2022.
As the fastest growing digital ad segment RTB would rise from a 14 per cent market share today to 41 per cent in the US by 2017; whilst internationally it would increase from 8 to 28 per cent respectively.
Western Europe alone will grow from $381m in 2013 to $3.3bn by 2017 whilst in Japan the comparative rise would be from 5 to 28 per cent.
Rajeev Goel, co-founder & CEO of PubMatic, said: “There is a reason that people are excited about enterprise-grade ad tech right now, and the numbers in this study go a long way towards explaining why. The continuing rapid growth of RTB, a technology that PubMatic pioneered, is breathtaking, and it is clear that these developments benefit publishers and advertisers alike."