The global programmatic display market is expected to hold a value worth USD 47.47 billion in 2023. From 2023 to 2033, the market is anticipated to display a CAGR of 34.2% while amassing a revenue of USD 901.65 billion. The growth of the market can be accredited to the increasing popularity of social media services.
Programmatic displays facilitate the process of automating the buying and selling of ad inventory in real-time through an automated bidding system. Programmatic advertising helps brands to buy ad impressions on publisher sites or apps within milliseconds through a systematic environment.
The platform deploys real-time data to recognize the most potential online audiences for the campaign and buys digital ad inventory through an auction based on everything available across multiple pieces of equipment.
The application of programmatic display advertising by various social media platforms is one of the major market drivers. The expanding mobile market is likely to significantly contribute to strengthening the market during the forecast period. The growing digitalization in the industry is another vital factor aiding the industry expansion.
| Data Points | Key Statistics |
|---|---|
| Expected Market Value (2023) | USD 47.47 billion |
| Anticipated Forecast Value (2033) | USD 901.65 billion |
| Projected Growth Rate (2023 to 2033) | 34.2% |
Moreover, the deployment of real-time analytics and AI in digital marketing technology is boosting the adoption of these solutions as businesses aim to increase the consumer base. With real-time bidding, firms can analyze the consumer’s purchasing behavior. Thus, the market is likely to widen significantly in the coming time.
Players in the market are taking various initiatives to strengthen the market growth. For instance, in 2017, Adobe announced the launch of its global Experience Business campaign, the largest cross-media ad campaign that was deployed through a programmatic platform.
Adobe’s Experience Business campaign was bought 100 percent programmatically through Adobe Advertising Cloud, part of Adobe Experience Cloud. Owing to such favorable initiatives by the players, the market is projected to expand significantly in the forthcoming time.
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For the forecast period of 2018 to 2022, the global programmatic display market was projected to have displayed a CAGR of 32.1%. The expansion of the market can be attributed to the growing penetration of social media platforms and the rising application of smartphones and smart television.
Further, the growing launch of novel products by players in the market is another factor that is likely to have aided the market expansion during the aforementioned time period.
For instance, in 2017, Outbrain, the world’s leading premium discovery platform, launched Outbrain Programmatic Access (OPA), available on AppNexus, the world’s leading independent advertising technology company.
For the first time, Outbrain allowed AppNexus marketplace customers to bid on its inventory, which comprises the largest premium native supply in the world. Such factors are anticipated to have made significant contributions to developing the industry.
During the forecast period of 2023 to 2033, the global programmatic display market is anticipated to display a CAGR of 34.2%. The development of the market can be attributed to the emergence of artificial intelligence and real-time analytics. Agencies are adopting AI and ML to comprehend and predict human purchasing behavior with real-time analytics. Also, the introduction of advanced methods is likely to augment the market size in the forecast period.
For instance, in 2021, Adtelligent announced the launch of its programmatic display advertising platform, DSP Simplified. It is a demand-side platform that can be used directly by agencies, advertisers, marketers, affiliates, and others to serve as an advertising platform. Owing to such initiatives, the market is projected to garner a significant amount of revenue during the forecast period.
Expanding Mobile Market to widen prospects for Programmatic Displays
Expansion of the mobile market is projected to play a significant role in developing the market during the forecast period. Essentially, mobile ads are cost-effective techniques to assure business growth.
Mobile phones are getting closer to replacing desktops as ‘the first screen’ programmatic technology paving its way to mobile phones. The advent of new ways and tools to regulate and measure relevant data on mobile devices is projected to aid market growth during the forecast period.
Also, the launch of novel software in the market is anticipated to strengthen the market in the forecast period. For instance, in 2021, MOLOCO, a leader in machine learning and growth solutions for mobile marketers, announced the launch of Dynamic Creative for programmatic advertising.
Working in conjunction with MOLOCO Cloud, a cloud-based programmatic advertising platform, Dynamic Creative delivers automatically optimized ad campaigns across the programmatic ecosystem.
Other factors supporting the market growth include the growing adoption of connected devices like TV, smartphones, and tablets. Also, the integration of real-time analytics and AI in digital marketing technology is growing the adoption of these solutions.
Principal Consultant
Growing Digitalization to Support the Growth of Programmatic Advertising Platform
Rapid digitalization in the industry is expected to act as a remunerative opportunity for the global programmatic display market during the forecast period. Adoption of the digital equipment by clients and their customers to share data offers a platform for programmatic advertising, which is projected to boost the overall market growth in the coming time.
Digitization has paved its way in various sectors like healthcare, construction, and others, which will emphasize capitalization on social media platforms by integrating digital marketing techniques. Further, AI and ML are likely to reshape such platforms to offer personalized ads to consumers. SaaS solutions will allow more players to leverage programmatic advertising capabilities.
The programmatic display market is poised to evolve to meet the dynamic changes in the contemporary world and allow sustainable innovation in the advertisement industry. Such factors are projected to offer a remunerative opportunity to expand significantly in the coming time.
Lack of Expertise to Hinder Expansion
Lack of expertise is expected to hinder the market significantly. Other factors affecting the market negatively include high costs associated with solutions and issues with bots. Also, the lack of resources and awareness in underdeveloped and developing countries can further impact market growth in the coming time.
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Automated Guaranteed Offers Publishers More Negotiation Power
Automated guaranteed is the programmatic way to do insertion orders and direct deals with advertisers that offer publishers more negotiation powers. Furthermore, it also allows you to execute direct buys with publishers while eradicating manual processes like troubleshooting discrepancies and handling multiple invoices.
Therefore, the segment is projected to show significant growth during the forecast period. According to the report by Future Market Insights, programmatic display sales via automated guaranteed distribution are expected to register a CAGR of 30% from 2023 to 2033.
Increasing Penetration of Smartphones to Benefit the Segment
With the increasing application of smartphones and the growing penetration of social media platforms, digital marketing companies have boosted the adoption of online video ad formats. Owing to the growing usage of social media platforms, the online video platform is preferred for product advertising.
Thus, the segment is gaining significant traction among the key players which will benefit the segment during the forecast period, accumulating a market revenue worth 55% in 2022.
As per the analysis, North America is projected to dominate the global programmatic display market during the forecast period, likely to flourish at a CAGR of 35.2% from 2022 to 2032. The USA is expected to make the maximum contribution to strengthening the industry in the forecast period.
The adoption of advanced technologies like 5G, ML, and AI is expected to grow the market in North America. As per GSMA Mobile Economy Reports, in North America 2G, and 3G network adoption rate shares 3% and 6%, respectively. The 4G holds the major share of 78%, and 5G as 13% in 2021.
Players such as Xandr, and MediaMath, show interest in AI for programmatic advertisement owing to various benefits offered like AI, which will boost the RoI and lessens ad expenditure. Thus, the market in North America is projected to witness several growth opportunities during the forecast period.
The growing application of programmatic advertisement helps in expanding the reach and growing user acquisition rate as Europe comprises about 1,090 million mobile subscriptions in 2021 and is projected to reach 1,110 Million by 2027, reveals Ericson. As per Future Market Insights, the European market is forecast to accumulate 27% of global market revenue in 2022.
In addition, players in the market are taking several initiatives to interact with each other which is expected to benefit the market during the forecast period. In April 2022, Frankfurt Airport marketing agency Media Frankfurt announced its partnership with technical partner VIOOH.
The initiative allowed the organization to roll out a new programmatic media solution for airport advertising. The new system will allow digital client campaigns to be regulated more precisely and flexibly across the airport. Such factors are expected to benefit the market in Europe during the forecast period.
According to the analysis, Asia Pacific is anticipated to be the most lucrative market during the forecast period. China is projected to make the maximum contribution to strengthening the regional market during the forecast period.
The growing adoption of smartphones and technological gadgets in various sectors is favoring the market growth in the Asia Pacific. Further, the growing penetration of OTT like Amazon, Netflix, YouTube, and Amazon Prime, among others is likely to benefit the industry significantly in the forecast period. A CAGR worth 34.8% is expected for the region from 2022 to 2032.
ID5 (UK), Novatiq (UK), Prize out (USA), Cosmose (Singapore), Tubi (California), AcuityAds (Canada), Podcorn (California), Adverty (Sweden), VidMob (USA), and Woowa Bros (South Korea) are some of the emerging names in the global programmatic display market.
Recent Development in the Market:
Key players in the global programmatic display market include AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Google Inc., Adobe Systems Incorporated, Rubicon Project Inc., Rocket Fuel Inc., MediaMath Inc., IPONWEB Holding Limited, Between Digital, Fluct, Adform, Beeswax, and Turn Inc.
Recent Updates from the Industry:
| Attribute | Details |
|---|---|
| Forecast Period | 2023 to 2033 |
| Historical Data Available for | 2018 to 2022 |
| Market Analysis | USD billion for Value |
| Key Regions Covered | North America; Latin America; Western Europe; Eastern Europe; Asia Pacific; Middle East & Africa (MEA) |
| Key Countries Covered | The USA, Canada, Brazil, Mexico, Germany, The UK, France, Italy, Spain, BENELUX, Nordics, Russia, Poland, China, India, Australia, New Zealand, Association of Southeast Asian Nations, GCC, Turkey, South Africa |
| Key Market Segments Covered | Ad Format, Sales Channel, Region |
| Key Companies Profiled | AppNexus Inc.; AOL Inc. (Verizon Communications Inc.); Yahoo! Inc.; DataXu Inc.; Google Inc.; Adobe Systems Incorporated; Rubicon Project Inc.; Rocket Fuel Inc.; MediaMath Inc.; IPONWEB Holding Limited (BidSwtich); Between Digital; Fluct; Adform; Beeswax; Turn Inc.; Connexity Inc.; Centro Inc.; RadiumOne Inc. |
| Pricing | Available upon Request |
The market is valued at USD 47.47 billion in 2023.
Until 2033, the market is likely to experience a 34.2% CAGR.
Lack of expertise challenges the market growth.
Expanding mobile market to widen prospects for programmatic displays is the primary driver of the market.
Europe’s market accumulated 27% of global market revenue in 2022.
1. Executive Summary 2. Market Overview 3. Market Background 4. Global Market Analysis 2018 to 2022 and Forecast, 2023 to 2033 5. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Ad Format 5.1. Online Display 5.2. Online Video 5.3. Mobile Display 5.4. Mobile Video 6. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Sales Channel 6.1. Real Time Bidding (RTB) 6.2. Private Marketplaces (PMP) 6.3. Automated Guaranteed (AG) 7. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Region 7.1. North America 7.2. Latin America 7.3. Western Europe 7.4. Eastern Europe 7.5. South Asia and Pacific 7.6. East Asia 7.7. Middle East and Africa 8. North America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 9. Latin America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 10. Western Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 11. Eastern Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 12. South Asia and Pacific Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 13. East Asia Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 14. Middle East and Africa Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 15. Key Countries Market Analysis 16. Market Structure Analysis 17. Competition Analysis 17.1. AppNexus Inc. 17.2. AOL Inc. 17.3. Yahoo! Inc. 17.4. DataXu Inc. 17.5. Google Inc. 17.6. Adobe Systems Incorporated 17.7. Rubicon Project Inc. 17.8. Rocket Fuel Inc. 17.9. MediaMath Inc. 17.10. IPONWEB Holding Limited 17.11. Between Digital 17.12. Fluct 17.13. Adform 17.14. Beeswax 17.15. Turn Inc. 17.16. Connexity Inc. 17.17. Centro Inc. 17.18. RadiumOne Inc. 18. Assumptions & Acronyms Used 19. Research Methodology
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Programmatic Display Market
