Programmatic Advertising Market by Product Type (Real-Time Bidding, Private Marketplace, Programmatic guaranteed, Others), Device (Mobile, Computers, Others), Advertising Channel (display ads, video ads, social ads, audio ads, native ads, and digital out-of-home, Others) and Region - Global Forecast to - Forecast 2024-2032

Industry : Information Technology | Pages : 149 Pages | Published On : May 2024

The Programmatic Advertising Market is Valued USD 21.1 billion in 2024 and projected to reach USD 198.8 billion by 2032, growing at a CAGR of 28.3% During the Forecast period of 2024-2032.

Programmatic Advertising Market Size

             2020                         2024-2032      

Market Size ValueUSD 21.1 billion in 2024
Market Size ValueUSD 198.8 billion by 2032
Forecast Period2024-2032
Base Year 2023
Historic Data2020
Segments CoveredOffering, Component, End User and Region
Geographics CoveredNorth America, Europe, Asia Pacific, and RoW

Major vendors in the global Programmatic Advertising Market are Adform, Adobe Inc., Amazon Advertising LLC, AppNexus (Xandr), BeeswaxIO Corporation, Facebook Inc., Google LLC, Index Exchange Inc., MediaMath Inc., Oath Inc., OpenX Technologies Inc., PubMatic Inc., Rubicon Project Inc., The Trade Desk Inc., Verizon Media and Others.

Market Overview

Programmatic advertising involves the targeted delivery of specific advertisements to particular audiences based on data collected from online sources about the preferences and interests of those audiences. This targeted approach increases the likelihood of a product or service being utilized instead of reaching a general audience that may not have any interest in the offering. Several key factors drive the forecasted growth of the programmatic advertising market. The increasing demand for programmatic advertising skills and the expanding platform for mobile marketing contributions are expected to play a significant role. Global digitization is also contributing to the market's growth. However, the shortage of skilled professionals in programmatic advertising is anticipated to hinder market growth. Additionally, the rising popularity of digital video consumption through platforms such as Amazon Prime and Netflix presents promising opportunities for the programmatic advertising market in the future. Despite these opportunities, technological developments may pose challenges to the market's growth shortly. This programmatic advertising market report covers recent developments, trade regulations, import-export analysis, production analysis, value chain optimization, market share, the impact of domestic and local market players, opportunities in emerging revenue pockets, changes in market regulations, strategic growth analysis, market size, category market growth, application niches, dominance, product approvals, product launches, geographic expansions, and technological innovations.

Growth in the use of smartphones and laptops

People consistently have their phones with them throughout the day and place them beside their beds at night. The pervasive use of mobile phones presents a substantial opportunity for an increase in programmatic spending. With the continuous expansion of the mobile market, mobile advertising is made to be employed on a broader scale, driving a heightened demand for more advanced technology. Mobile devices are progressively becoming the primary screen, with programmatic technology confidently advancing into the realm of mobile phones, challenging the dominance of desktops. The evolution of innovative methods and tools for monitoring and measuring relevant data on mobile devices is creating promising prospects for programmatic mobile video. Notably, Facebook is currently playing a significant role in the ascent of mobile programmatic.

Market Dynamics


  • Growth in the use of smartphones and laptops
  • The recent shift in ad spending to over-the-top and CTV
  • Advancement of Digital Out-of-Home Ads
  • Growth in video ads


  • Increasing demand for targeted advertising
  • The rise of mobile and connected devices offers a profitable path for programmatic ad campaigns
  • Enhanced data analytics capabilities
  • Growing adoption of artificial intelligence and machine learning

Increasing demand for targeted advertising

The growing demand for targeted advertising is fueled by the desire of advertisers to efficiently reach specific audience segments. Advertisers leverage data-driven insights to tailor messages to individual preferences, behaviors, and demographics. This personalized approach enhances advertising effectiveness, resulting in higher conversion rates and better returns on investment. Targeted advertising minimizes wastage by delivering ads only to relevant audiences, optimizing budget allocation. Additionally, it addresses privacy concerns by respecting regulations and consumer preferences. As technology advances and consumer expectations evolve, targeted advertising remains a key strategy for advertisers seeking impactful and efficient marketing campaigns.

North America dominates the market for Programmatic Advertising.

During the forecast period, North America is anticipated to contribute 34% to the global market growth. The experts at Technavio have thoroughly elucidated the regional trends and drivers that will influence the market in this timeframe. A key factor propelling the growth of the programmatic advertising spending market in North America is the region's well-established technological landscape. Furthermore, North America presents a lucrative market for numerous brands, offering them enhanced opportunities to monetize their advertisements. Moreover, advertisers in North America extensively utilize programmatic advertising spending to effectively target their audiences. The region is witnessing a rising trend among advertisers who are increasingly investing in mobile and video programmatic advertising, capitalizing on the surging popularity of streaming services and the widespread use of smartphones. Consequently, these factors are fostering market growth in the region throughout the forecast period.

The Real-Time Bidding Segments is anticipated to hold the Largest Market Share during the Forecast Period

Real-time bidding functions as a dynamic programmatic advertising system, facilitating the immediate buying and selling of online ad impressions through swift auctions. In a typical RTB process, when a user engages with a website or app, the available ad space undergoes a rapid auction on an ad exchange or supply-side platform, unfolding in real-time, often within milliseconds as the webpage or app loads. Advertisers actively participate in this real-time bidding by utilizing their demand-side platforms to secure the coveted ad impression. Through a sequence of steps including user engagement, ad space auction, real-time bids, and immediate ad display, RTB operates on a per-impression basis, providing advertisers the flexibility to target specific audiences with timely and relevant ads. The advantages of Real-Time Bidding encompass heightened efficiency, improved targeting precision, and the ability to optimize ad spend by bidding on impressions aligned with the advertiser's objectives. Advertisers can tap into a diverse inventory across various websites and apps, enabling them to reach their target audience more efficiently compared to traditional advertising methods.

Major Segmentations Are Distributed as follows:

  • By Product Type
    • Real-Time Bidding
    • Private Marketplace
    • Programmatic guaranteed
    • Others
  • By Device
    • Mobile
    •  Computers
    • Others
  • By Distribution Channel
    • display ads
    •  video ads
    •  social ads
    •  audio ads
    •  native ads and digital out-of-home
    •  Others
  • By Region
    • North America
      • US
      • Canada
    • Latin America
      • Brazil
      • Mexico
      • Argentina
      • Colombia
      • Chile
      • Peru
      • Rest of Latin America
    • Europe
      • UK
      • Germany
      • France
      • Italy
      • Spain
      • Russia
      • BENELUX
      • CIS & Russia
      • Nordics
      • Austria
      • Poland
      • Rest of Europe
    • Asia Pacific
      • China
      • Japan
      • India
      • South Korea
      • Thailand
      • Indonesia
      • Malaysia
      • Vietnam
      • Australia & New Zealand
      • Rest of Asia Pacific
    • Middle East & Africa
      • Saudi Arabia
      • UAE
      • South Africa
      • Nigeria
      • Egypt
      • Israel
      • Turkey
      • Rest of Middle East & Africa

Recent Developments

  • In January 2024, TripleLift, an advanced ad tech platform enhancing digital advertising on all screens, and Reset Digital, an innovative platform providing brands and publishers with extensive audience reach across diverse communities, have jointly unveiled a strategic partnership. This collaboration aims to substantially increase diverse spending and representation within the programmatic ecosystem. By joining forces, the two companies are presenting advertisers with multiple avenues to allocate a more significant portion of their digital budgets toward media companies owned by diverse communities.

 Programmatic Advertising Market Report Gives Answers to Following Key Questions:

  • What will be the Programmatic Advertising Market’s Trends & growth rate? What analysis has been done of the prices, sales, and volume of the top producers of Programmatic Advertising Market?
  • What are the main forces behind the worldwide Programmatic Advertising Market? Which companies dominate the Programmatic Advertising Market?
  • Which companies dominate the Programmatic Advertising Market? Which business possibilities, dangers, and tactics did they embrace in the market?
  • What are the global Programmatic Advertising industry's suppliers' opportunities and dangers in Programmatic Advertising Market?
  • What is the Programmatic Advertising industry's regional sales, income, and pricing analysis? In the Programmatic Advertising Market, who are the distributors, traders, and resellers?
  • What are the main geographic areas for various trades that are anticipated to have astounding expansion over the Programmatic Advertising Market?
  • What are the main geographical areas for various industries that are anticipated to observe an astounding expansion in Programmatic Advertising Market?
  • What are the dominant revenue-generating regions for Programmatic Advertising Market, as well as regional growth trends?
  • By the end of the forecast period, what will the market size and growth rate be?
  • What are the main Programmatic Advertising Market trends that are influencing the market's expansion?
  • Which key product categories dominate the Programmatic Advertising Market? What are the Programmatic Advertising Market’s main applications?
  • In the coming years, which Programmatic Advertising Market technology will dominate the market?

Reason to purchase this Programmatic Advertising Market Report:

  • Determine prospective investment areas based on a detailed trend analysis of the global Programmatic Advertising Market over the next years.
  • Gain an in-depth understanding of the underlying factors driving demand for different Programmatic Advertising Market segments in the top spending countries across the world and identify the opportunities each offers.
  • Strengthen your understanding of the market in terms of demand drivers, industry trends, and the latest technological developments, among others.
  • Identify the major channels that are driving the global Programmatic Advertising Market, providing a clear picture of future opportunities that can be tapped, resulting in revenue expansion.
  • Channelize resources by focusing on the ongoing programs that are being undertaken by the different countries within the global Programmatic Advertising Market.
  • Make correct business decisions based on a thorough analysis of the total competitive landscape of the sector with detailed profiles of the top Programmatic Advertising Market providers worldwide, including information about their products, alliances, recent contract wins, and financial analysis wherever available.


Table and Figures


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