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Programmatic Advertising Market Size

ID: MRFR//2256-HCR | 100 Pages | Author: Aarti Dhapte| April 2024

The Programmatic Advertising market is influenced by factors shaping its dynamics and growth trajectory. One of the key drivers of this market is the increasing penetration of digital devices and the internet. As more consumers across the globe are connected online, advertisers seek efficient ways to reach their target audiences, leading to a surge in programmatic advertising adoption. The proliferation of smartphones and the rise of digital media consumption have further propelled the demand for programmatic advertising solutions.

Moreover, the ever-evolving consumer behavior plays a crucial role in shaping the programmatic advertising landscape. Consumers are now more discerning and expect personalized and relevant content. Advertisers are turning to programmatic advertising to leverage data-driven insights and algorithms that enable them to tailor their messages to specific demographics, increasing the effectiveness of their campaigns. This shift toward personalized advertising is a significant factor driving the growth of the programmatic advertising market. The increasing complexity of the advertising ecosystem is another market factor influencing the programmatic advertising landscape.

Advertisers and marketers face the challenge of managing diverse channels, formats, and data sources. Programmatic advertising offers a streamlined solution by automating the ad-buying process, making it more efficient and cost-effective. This automation reduces the complexity of managing multiple advertising channels and enhances the precision and speed of ad placements. Data-driven decision-making is at the core of programmatic advertising, and the availability of vast amounts of consumer data is a pivotal market factor. The advent of big data and advanced analytics enables advertisers to analyze user behavior, preferences, and demographics, allowing for more targeted and personalized advertising strategies. This data-centric approach not only enhances the relevance of ads but also contributes to better ROI for advertisers.

Additionally, the transparency and real-time capabilities of programmatic advertising are essential to market factors driving its adoption. Advertisers can gain real-time insights into the performance of their campaigns, allowing for quick adjustments and optimizations. The transparency in the ad buying process ensures that advertisers have visibility into where their ads are being displayed and the associated costs, fostering trust and accountability in the advertising ecosystem. Conversely, challenges such as ad fraud and brand safety concerns are market factors that must be addressed for sustained growth in programmatic advertising. Advertisers are increasingly focused on ensuring their ads are displayed in brand-safe environments and are not susceptible to fraudulent activities. Efforts to enhance fraud detection mechanisms and improve brand safety measures are crucial for building and maintaining advertiser confidence in the programmatic advertising space.

Covered Aspects:

Report Attribute/Metric Details
Market Size Value In 2022 USD 56.28 Billion
Growth Rate 13.70% (2022-2030)

Programmatic Advertising Market Overview

Programmatic Advertising Market Size was valued at USD 49.5 billion in 2021. The Programmatic Advertising market industry is projected to grow from USD 56.28 Billion in 2022 to USD 138.25 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 13.70% during the forecast period (2022 - 2030). The growing use of computers and mobile industry in the last ten years are the key market drivers enhancing Programmatic Advertising Market growth.Programmatic Advertising Market OverviewSource: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Programmatic Advertising Market Trends

The market for programmatic advertising platforms is expanding as a result of the growing use of smartphones.

The increasing growth of the mobile market contributes to the expansion of the Programmatic Advertising Platform Market. People carry their phones with them pretty much constantly throughout the day and keep them besides their beds all over the night. Mobile phones are estimated to create significant opportunities to increase programmatic spending. As the mobile market grows, mobile advertising will be used on a wider scale and there is a greater demand for more sophisticated technology. Mobile is getting closer to replacing desktops as ‘the first screen’ programmatic technology confidently making its way to mobile phones.

The emergence of new ways and tools to monitor and measure relevant data on mobile devices is affecting bright prospects for programmatic mobile video. For example, Facebook is currently playing a significant role in the rise of mobile programmatic. Growing digitalization in the industry aids the growth of the Programmatic Advertising market. Almost every industry sector in the world region is striving for digitalization by adopting digital technologies and devices for innovation in business processes and revenue-producing opportunities. This adoption of digital devices by clients and their customers to share data with one another creates a platform for programmatic advertising and results in the overall growth of Programmatic Advertisingmarket.

However, the popularity of social media contributes to the growing Programmatic Advertising Platform Market. The rising popularity of social media services is playing a significant role in programmatic advertising. Almost all the major social platforms are now offering programmatic advertising options. Programmatic brings various benefits through social media channels as the marketers run more effective campaigns through automated buying and by reaching a precise audience with highly relevant messages through social media. The restraints, such as the shortage of programmatic skills in advertising agencies hurt the market growth.

The mobile marketing market size to be valued at USD 337.8 billion by 2027 and is expected to grow at a compound annual growth rate (CAGR) of 22.9% during the forecast period. Mobile marketing is a multi-channel digital promotional activity to reach the target audience through their mobile devices, such as smartphones and tablets, via email, SMS and MMS, social media, websites, and apps. Based on research conducted by the System for Mobile Communications Association (GSMA) research, approximately 75% of the total number of mobile users would be using smartphones by the end of 2025. The rapidly growing adoption of smartphones and tablets coupled with robust internet penetration in developing countries, such as China and India would significantly drive the Programmatic Advertising market.

Programmatic Advertising Market Segment Insights

Programmatic Advertising Type Insights

The Programmatic Advertising market segmentation, based on type, includes Movement-based advertising and movement-based publicizing. Movement-based advertising share the highest growth during the forecast period. Movement-based publicizing is a relevant promoting that is done on the client's history and requirements. This part of promoting commonly contains designs, logos, pictures, and messages, among others. And the notices show up on website pages, messages, and texting (IM) applications.

Figure 2: Programmatic Advertising Market, by Type, 2021 & 2030 (USD Million)Programmatic Advertising Market, by TypeSource: Secondary Research, Primary Research, MRFR Database and Analyst Review

Programmatic Advertising Industry Insights

The Programmatic Advertising market segmentation, based on Industry, includes shopper products, retail and restaurants. Shopper products share the highest growth during the forecast period 2021. The development of this market can be credited to the comprehensive utilization of automatic promotion in the shopper products, retail, and eateries industry. Furthermore, advanced showcasing is utilized in the purchaser merchandise and retail industry to improve advertising administrations, upgrade client knowledge, oversee exchange advancements and advance costs, and promote devotion. Likewise, the rising buying force of buyers is driving the development of the Programmatic Advertising market.

Programmatic Advertising Regional Insights

By Region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. North America Programmatic Advertising market accounted for USD 20.83 billion in 2021 and is expected to exhibit a significant CAGR growth during the study period. It is expected to retain its position during the forecast period, owing to its high concentration of programmatic display advertising solutions vendors such as Google Inc., IBM Corporation, and Microsoft Corporation. Presence of large advertising solution vendors in the region is expected to drive the market for programmatic advertising technology within the region during the forecast period.Market Research forecasts revenue from the North America Programmatic Advertising Platform market to increase from nearly US$ 1,690 Mn in 2017 to about US$ 13,450 Mn by 2025 end, representing a CAGR of 29.7% from 2017 to 2025. The market in the North America is expected to represent incremental opportunity of close to US$ 11,763 Mn between 2017 and 2025.

Further, the major countries studied in the market report are: The U.S, Canada, Germany, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Asia-Pacific is expected to witness significant growth during the forecast period, owing to rapid economic and technological developments in the region, which is expected to fuel the growth of programmatic display advertising solutions in the region in the coming few years.

The Europe Programmatic Advertising Market is expected to grow at a CAGR of 8.34% over the forecast period (2022 - 2027). The market for programmatic advertising in Europe is expanding swiftly and will do so in the next years. It is a highly automated form of advertising that makes the best use. one of the advatnages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which is propelling the market growth.According to a survey by IAB Europe, better use of data acted as an accelerator for programmatic investments in 2021. The survey states that Agencies and Publishers have increased better use of data for programmatic advertisement as better usage of data by agencies increased from 75% in 2020 to 94% in 2021, and better usage of data by publishers increased from 48% in 2020 to 62% in 2021.

Programmatic Advertising Key Market Players & Competitive Insights

Major market players are spending a lot of money on R&D to increase their product lines, which will help the Programmatic Advertising market grow even more. Market participants are also taking a range of strategic initiatives to grow their worldwide footprint, with key market developments such as new product launches, contractual agreements, mergers and acquisitions, increased investments, and collaboration with other organizations. Competitors in the Programmatic Advertising industry must offer cost-effective items to expand and survive in an increasingly competitive and rising market environment.

One of the primary business strategies adopted by manufacturers in the Programmatic Advertising industry to benefit clients and expand the market sector is to manufacture locally to reduce operating costs. In recent years, Programmatic Advertising industry has provided medicine with some of the most significant benefits. The Programmatic Advertising market major player such as Adroll (USA), Adobe Marketing Cloud (USA), AdReady (USA), Choozle (USA), Centro Inc. (USA), DataXu (USA), Outbrain (USA), DoubleClick (USA), Rubicon Project (USA), PulsePoint Inc. (the USA)., and others are working to expand the Programmatic Advertising market demand by investing in research and development activities.

Rubicon Technologies, LLC, commonly known as Rubicon, is a software company focused on waste and recycling. Rubicon has developed a mobile application to provide on-demand trash pickup. On October 2021, Rubicon Project announced that the next generation of its header bidding feature, FastLane, has gone to market following triple-digit CPM rate increases seen by initial users on the desktop platform during its beta launch this fall.

Adobe Inc., formerly (1982–2018) Abobe Systems Incorporated, American developer of printing, publishing, and graphics software. Adobe was instrumental in the creation of the desktop publishing industry through the introduction of its PostScript printer language. Its headquarters are located in San Jose, California. Adobe announced that it is acquiring marketing workflow management startup Workfront for $1.5 billion. The acquisition gives Adobe more online marketing tooling to fit into its Experience Cloud. This one helps companies manage complex projects inside the marketing department.

Key Companies in the Programmatic Advertising market include

  • Adroll (USA)

  • Choozle (USA)

  • Centro Inc. (USA)

  • Adobe Marketing Cloud (USA)

  • AdReady (USA)

  • DataXu (USA)

  • Outbrain (USA)

  • DoubleClick (USA)

  • Rubicon Project (USA)

  • PulsePoint Inc. (the USA).

Programmatic Advertising Industry Developments

  • May 2019: LinkedIn obtained $300 million to reinforce it by promoting and publicizing contributions. It is a beginning up settled in the USA and utilizations artificial reasoning innovation for understanding its clients utilizing AI. 

  • October 2020: IBM today announced three new products to add to its growing suite of AI solutions for brands and publishers, partnering with MediaMath among others to bring to bear new capabilities that are privacy-forward and designed to allow brands to reach consumers while considering user privacy.

  • April 2020: RocketFuel, the blockchain based checkout solution for both eCommerce and brick-and-mortar merchants and Sila, the built-in ACH and digital wallet API provider, announced a partnership to transform and disrupt the monopolized and rigid payment regimes.

Programmatic Advertising Industry Developments

Programmatic Advertising Market Segmentation

Programmatic Advertising Type Outlook

  • Movement-based advertising

  • Movement-based publicizing

Programmatic Advertising Industry Outlook

  • Shopper products

  • Retail

  • Restaurants

Programmatic Advertising Regional Outlook

  • North America

    • US

    • Canada

  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Rest of Europe

  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific

  • Rest of the World

    • Middle East

    • Africa

    • Latin America

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