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   List of Exhibits Exhibit 01: Market segmentation of RTB market in US Exhibit 02: RTB process Exhibit 03: Financial transactions in RTB market Exhibit 04: Advertising segmentation of top companies in 2014 Exhibit 05: Growth rate of companies in terms of net income in 2013 and 2014 Exhibit 06: Ratio of RTB spending/TV ad spending and growth rate Exhibit 07: Linear regression representing best-fit straight line for data points Exhibit 08: RTB market in US 2015-2020 ($ billions) Exhibit 09: Valuation of vendors in terms of its IPO price in 2014 Exhibit 10: Five forces analysis Exhibit 11: US RTB market segmentation by type of auction in 2015 Exhibit 12: Features of open auction and invitation-only auction Exhibit 13: US RTB market segmentation by type of auction in 2020 Exhibit 14: US RTB market segmentation by open auction in 2015 Exhibit 15: US RTB market segmentation by invitation-only auction in 2015 Exhibit 16: Market attractiveness of US RTB market by type of auction 2016-2020 Exhibit 17: US RTB market segmentation by type of ad 2015 Exhibit 18: US RTB market segmentation by type of ad 2020 Exhibit 19: US RTB market segmentation by image ads 2015-2020 ($ billions) Exhibit 20: US RTB market segmentation by video ads 2015-2020 ($ billions) Exhibit 21: Market attractiveness of US RTB market by type of auction 2016-2020 Exhibit 22: US RTB market segmentation by device 2015 Exhibit 23: US RTB market segmentation by device in 2020 Exhibit 24: US RTB market segmentation by mobile device 2015-2020 ($ billions) Exhibit 25: Market share of media consumption in US 2012-2015 Exhibit 26: US RTB market segmentation by desktop device 2015-2020 ($ billions) Exhibit 27: Market attractiveness of US RTB market by type of device 2016-2020 Exhibit 28: US mobile RTB market segmentation by application 2015 Exhibit 29: Impact of drivers Exhibit 30: Impact of drivers Exhibit 31: Impact of drivers and challenges Exhibit 32: Programmatic advertising in mobile web vs. mobile applications 2014 and 2015

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