Programmatic Advertising Market Size, Share, Trends, Growth and Forecast 2032

Programmatic Advertising Industry Prospective:

The global programmatic advertising market size was evaluated at $26.71 billion in 2023 and is slated to hit $30.2 billion by the end of 2032 with a CAGR of nearly 5% between 2024 and 2032.

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Programmatic Advertising Market: Overview

Programmatic advertising is a data-based approach automating purchase and sale of inventory online in real-time. Moreover, this approach improves proficiency as well as targeting abilities in comparison to conventional advertisement methods.

Additionally, it makes use of various software and algorithms for delivering targeted advertisements to right audience at right time and at right costs.

Key Insights

• As per the analysis shared by our research analyst, the global programmatic advertising market is projected to expand annually at the annual growth rate of around 5% over the forecast timespan (2024-2032)
• In terms of revenue, the global programmatic advertising market size was evaluated at nearly $26.71 billion in 2023 and is expected to reach $30.2 billion by 2032.
• The global programmatic advertising market is anticipated to grow rapidly over the forecast timeline owing to digital transformation leading to growing shift towards digital form of advertising.
• In terms of format, the video ads segment is slated to register the highest CAGR over the forecast period.
• Based on channel, the mobile segment is predicted to contribute majorly towards segmental space in the upcoming years.
• On the basis of auction type, the real-time bidding segment is projected to steer the global market surge the ensuing years.
• Based on end-user, the real-time bidding segment is likely to lead the segmental expansion in the ensuing years.
• Region-wise, the Asia-Pacific programmatic advertising industry is projected to register the fastest CAGR during the assessment timespan.

Programmatic Advertising Market: Growth Factors

An increase in promotional activities on smartphones to boost the global market trends

Digital transformation leading to growing shift towards digital form of advertising will steer the global programmatic advertising market trends.

Reportedly, real-time bidding helps the advertisers in bidding on advertising impressions in real-time, thereby helping in dynamic optimization of promotional campaigns. This, in turn, is likely to prop up the expansion of the global market.

Additionally, mobile advertising and video advertising is expected to boost the expansion of the market across the globe. Launching of AI and machine learning tools will embellish the expansion of the market space globally.

Programmatic Advertising Market: Restraints

An increase in the fraud events along with increasing ad prices to hit the global industry surge by 2032

Fraudulent activities such as click frauds, bot traffic, and advertisement stacking are likely to increase advertising metrics along with minimizing ad campaign efficacy. This, in turn, can hamper the global programmatic advertising industry expansion. Rising ad costs and data privacy issues such as CCPA and GDPR can obstruct the global industry expansion.

Programmatic Advertising Market: Opportunities

Large-scale use of AI technologies in promotional activities & advertisement media to scoop up the global market surge over 2024-2032

Swift progress of digital advertisement along with acceptance of AI tools is anticipated to generate new growth facets for the global programmatic advertising market.

Expansion of digital channels including programmatic audio, connected TV, and digital out of home will sketch profitable roadmap for the global industry.

Programmatic Advertising Market: Challenges

Humungous surge in the utilization of ad blockers by end-users can challenge the growth of the global industry  

An increase in the use of ad blockers by customers has restricted the reach of programmatic ads and this can have a negative impact on the earnings of global programmatic advertising industry.

Complicated nature of programmatic ad has made it tough in knowing how advertising inventory is purchased and sold and this can challenge the expansion of the global industry.

Programmatic Advertising Market: Segmentation

The global programmatic advertising market is divided into format, channel, auction type, end-user, and region.                    

In terms of format, the programmatic advertising market across the globe is segmented into display ads, mobile ads, video ads, and native ads segments.

Apparently, the video ads segment, which garnered nearly 64% of the global market revenue in 2023, is slated to record fastest CAGR in the coming eight years due to ability of video ads in providing engaging contents and measurable outcomes.

Apart from this, these ads can be offered on desktop, smart televisions, and smartphones along with enabling highly targeted ad campaigns.       

Based on the channel, the global programmatic advertising industry is divided into desktop, social media, mobile, and programmatic TV segments.

Apparently, the mobile segment, which led the global industry share in 2023, is projected to contribute majorly towards the segmental expansion in the analysis timespan and this can be as a result of an increase in the smartphone use, precise targeting, and real-time bidding.  

On the basis of auction type, the global programmatic advertising market is bifurcated into programmatic direct, real-time bidding, and private marketplaces segments.

Furthermore, real-time bidding segment, which dominated the global market earnings in 2023, is expected to steer the global market expansion in the years ahead.  The segmental surge over forecast period can be due to need of precision targeting, competitive bidding for ad inventory, reducing time, and increasing the consumer reach.

Based on the end-user, the programmatic advertising industry globally is sectored into retail, automotive, media & entertainment, financial services, and technology segments.

Furthermore, retail segment, which led the global industry expansion in 2023, is set to lead the segmental space in the upcoming years and the growth can be due to flourishing e-commerce and online shopping activities.

Programmatic Advertising Market: Report Scope

Programmatic Advertising Market: Regional Insights

North America is likely to maintain leading status in the global market over the analysis timeframe

North America, which contributed for about 40% of the global programmatic advertising market size in 2023, is slated to establish a leading position in the global market in the analysis timespan.

Moreover, the regional market expansion in the ensuing years can be owing to strong presence of tech giants in the countries such as the U.S. along with presence of advanced digital infrastructure facility in the country. In addition to this, growing digital literacy among the global population will drive the regional market surge over the analysis period.

Asia-Pacific programmatic advertising industry is expected to register the highest CAGR in the prognosis timespan. The elevation of the industry in the sub-continent can be subject to growing web penetration in the countries such as India and China. Apart from this, rapid economic development and flourishing online retail activities as well as retail media expenditure in the region.  

Programmatic Advertising Market: Competitive Space

The global programmatic advertising market profiles key players such as:

• Index Exchange
• Amobee
• Google Display & Video 360
• MediaMath
• OpenX
• Criteo
• PubMatic
• SmartyAds
• Oracle BlueKai
• The Trade Desk
• Xandr
• AppNexus
• Adobe Advertising Cloud
• Choozle
• Google AdX
• AdRoll
• Sizmek
• DoubleClick
• TripleLift.

The global programmatic advertising market is segmented as follows:

By Format

• Display Ads
• Mobile Ads
• Video Ads
• Native Ads

By Channel

• Desktop
• Social Media
• Mobile
• Programmatic TV

By Auction Type

• Programmatic Direct
• Real-Time Bidding
• Private Marketplaces

By End-User

• Retail
• Automotive
• Media & Entertainment
• Financial Services
•  Technology

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa