Programmatic Advertising Market Size, Share, Growth, and Industry Analysis, By Type (Desktop Banners, Mobile Banners), By Application (Education, Finance, Media & Entertainment, Retail), Regional Insights, and Forecast 2024 To 2031

Updated On: 15 April 2024

Programmatic Advertising Market Report Overview

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The global programmatic advertising market size was 78270 million in 2021 and is expected to reach USD 256032.77 million by 2031 exhibiting a CAGR of 12.5% during the forecast period.

The global programmatic advertising market refers to the buying and selling of digital advertising space through automated processes using real-time bidding (RTB) and machine learning algorithms. Programmatic advertising allows advertisers to reach their target audience more efficiently by leveraging data-driven insights and automation. Programmatic advertising replaces traditional manual ad buying processes with automated systems. It uses algorithms to analyse user data, ad inventory, and bidding strategies in real time, allowing advertisers to target specific demographics and optimize their ad campaigns for better results.

Programmatic advertising relies heavily on data to identify and target specific audiences. Advertisers can leverage various data sources, including demographic information, browsing behaviour, location data, and more, to create personalized ad campaigns and deliver relevant ads to the right people at the right time.

COVID-19 IMPACT: Reduced Advertiser Spending causes market to decline

The COVID-19 pandemic has been unprecedented and staggering, with digital signatures experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

The COVID-19 pandemic has had a significant impact on various industries, including the advertising sector, including programmatic advertising.

The pandemic resulted in economic uncertainty and budget cuts for many businesses. As a result, advertisers reduced their spending on advertising, including programmatic advertising. Many companies faced financial challenges, leading to a decrease in overall ad budgets and a cautious approach to ad spend. During the pandemic, advertisers had to adapt their messaging and strategies to align with the changing consumer behaviour and sentiment. There was a shift in priorities towards essential products and services, and away from non-essential categories that were heavily impacted by lockdowns and restrictions. This change in focus affected the demand for programmatic advertising in different sectors.

Programmatic advertising offers flexibility and agility in campaign execution, allowing advertisers and publishers to quickly adapt to changing market conditions. During the pandemic, programmatic advertising platforms played a crucial role in facilitating real-time adjustments and optimization based on the rapidly changing consumer landscape and market dynamics. The market is anticipated to boost the programmatic advertising market share following the pandemic.

LATEST TRENDS

"Artificial Intelligence (AI) and Machine Learning (ML) to Help Market Grow Potentially"

AI and ML technologies are being integrated into programmatic advertising platforms to enhance targeting, optimization, and campaign performance. These technologies enable advertisers to analyse vast amounts of data, automate decision-making processes, and improve ad targeting and personalization.

Mobile apps continue to dominate digital media consumption, and advertisers are leveraging programmatic advertising to target users within specific apps. In-app programmatic advertising enables precise targeting and provides a seamless user experience. These latest developments are anticipated to boost the programmatic advertising market share. With increasing privacy regulations and the deprecation of third-party cookies, contextual targeting is becoming more important in programmatic advertising. Advertisers are using contextual data, such as the content of a webpage or app, to serve relevant ads to users without relying heavily on individual user data.

Programmatic Advertising Market Segmentation

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• By Type

Based on type the programmatic advertising market is classified as mobile banners and desktop banners.

The mobile banners hold a major share in the global market.

• By Application

Based on application the market can be segmented into education, finance, media & entertainment and retail.

Media & entertainment is the major contributor to the global market.

DRIVING FACTORS

"Real-Time Optimization to Boost Market Share"

Programmatic advertising platforms provide real-time data and analytics, allowing advertisers to monitor and optimize their campaigns on the fly. Advertisers can make immediate adjustments to targeting, ad creative, and bidding strategies based on performance metrics. Real-time optimization ensures that advertisers can quickly adapt to market changes and improve campaign outcomes.

"Integration with Emerging Technologies to Increase Market Size"

Programmatic advertising is evolving alongside emerging technologies such as artificial intelligence (AI), machine learning (ML), and data analytics. These technologies enhance targeting capabilities, ad personalization, and optimization algorithms, enabling advertisers to deliver more relevant and impactful ads. Integration with emerging technologies continues to drive innovation and improve the effectiveness of programmatic advertising. These factors are anticipated to drive the programmatic advertising market share.

RESTRAINING FACTORS

"Ad Fraud and Brand Safety Concerns to Restrain the Market"

Programmatic advertising is vulnerable to ad fraud, which refers to fraudulent activities aimed at generating invalid ad impressions or clicks. Ad fraud undermines advertisers' trust in programmatic advertising and can result in wasted ad spend. Brand safety concerns also arise when ads appear alongside inappropriate or objectionable content, potentially damaging a brand's reputation.

Ad blocking software has gained popularity among internet users, leading to a decline in the visibility and effectiveness of programmatic ads. Ad fatigue is another challenge, as users become overwhelmed or desensitized to repetitive or irrelevant ads. These factors can limit the reach and impact of programmatic advertising campaigns. The factors are anticipated to hinder the growth of the programmatic advertising market share.

Programmatic Advertising Market Regional Insights

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"North American Region to Dominate the Market with Strong Advertiser and Agency Presence"

North America is home to many global advertising agencies, media companies, and brands that heavily invest in digital advertising. These organizations have embraced programmatic advertising as an effective and efficient way to reach their target audiences, contributing to the region's major share. North America has consistently been the largest spender on digital advertising globally. The region's advertising market is characterized by a strong emphasis on digital channels, with advertisers allocating significant budgets to programmatic advertising campaigns. Europe is the second major shareholder for the programmatic advertising market share.

KEY INDUSTRY PLAYERS

"Financial Players to Contribute Towards Expansion of Market"

The programmatic advertising market is extremely competitive and consists of various global and regional players. Major players are involved in strategizing various plans such as mergers and acquisitions, partnerships, introduction of new and enhanced products, along with joint ventures. The report is an extensive research of a list of market players who contribute towards the expansion of the market. The information is a collusion of latest technological developments, trends, production lines mergers and acquisitions, market study and others. Other factors such as regional wise analysis and segment wise analysis are also considered to understand the market share, product growth, revenue growth and others during the forecasted period.

List of Market Players Profiled

• Rubicon Project [U.S.]
• AdRoll [U.S.]
• Adobe Marketing Cloud [U.S.]
• DoubleClick [U.S.]
• Choozle [U.S.]
• AdReady [U.S.]
• DataXu [U.S.]
• Centro [U.S.]
• PulsePoint [U.S.]
• Outbrain [U.S.]

REPORT COVERAGE

This research profiles a report with extensive studies that take into description of the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by inspecting the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, etc. This analysis is subject to alteration if the key players and probable analysis of market dynamics changes.