Programmatic Advertising Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2018 - 2028

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Programmatic Advertising Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2018 - 2028

Status : September, 2020 | Technology & Media | PPT format

Report Digest


Global Programmatic Advertising Market: Snapshot

Over the years, advertisement companies have become increasingly inclined toward offering sophisticated and targeted campaigns to clients. Modern advertisement marketplaces are becoming more open to artificial intelligence (AI) and real-time bidding (RTB) for buying and selling of media. The drive for the programmatic advertising market has gained strength largely from this trend of automation in the advertisement industry. The need for improving ad campaigns in real time is a key factor boosting the market. Through not all programmatic advertising amounts to real-time advertising, real-time automation is indeed gaining traction in the programmatic advertising market. The rising demand for bidding for real-time impressions among brands is offering robust fillip to the market growth. The propensity of brands toward personalization of million impressions tailored to the need for certain audience through automation has been key underpinning to the rising demand for programmatic advertising.

In recent years, the market has been witnessing new avenues from the growing shift from managed buys to running programmatic in-house. A major aspect accounting for this shift is rising concerns about ad fraud that has been mounting in recent years. At the forefront of this shift are several prominent consumer goods companies, particularly brands in fast moving consumer goods (FMCG), implementing programmatic in-house. However, given the programmatic advertising models should not rely on one-size-fits-all, companies must possess the required expertise and in-house team for a proper interaction with the agencies. The resources should include data scientists and data managing platforms, along with the right strategies. Experts in the programmatic advertising market opine that companies must focus on the level of sophistication they need. Considering these caveats, several brands are preferring a hybrid approach. The benefits of such a model entails having greater visibility of the entire process for the brands. A large part of this approach focuses on improving the transparency in programmatic advertising processes.

Global Programmatic Advertising Market: Overview

The global market for programmatic advertising, the market that constitutes solutions, tools, and principles that allow the automated planning, optimization, selling and buying advertising inventory using data gathered from the target audience, has been gaining increased momentum in the past few years. The market has witnessed the introduction of new modalities and principles as a number of new companies foray into the field, making programmatic advertising practices more refined and result-oriented than before. The market is becoming increasingly competitive and is likely to witness the entry of new players, further intensifying the competition but leading to the introduction of new products and solutions.

This report provides a thorough account of the past and present growth dynamics of the global programmatic advertising market along with a reliable overview of the growth prospects of the market over the next few years. Along with a scrupulous account of the growth drivers, restraints, and other factors likely to majorly influence the market, the competitive dynamics of the market is also researched in detail in the report.

Global Programmatic Advertising Market: Trends and Opportunities

One of the leading factors driving the global programmatic advertising market is the rising understanding regarding the vast benefits that automation can provide to the advertising sector. As the demand for advertisements for increasingly diverse areas of applications such as digital platforms, social media platforms, websites, televisions, and billboards continues to rise at a massive pace, advertisement companies are pushed to find ways of improving the speed at which they develop engaging advertisements. As automation across a number of operations and procedures allows marketers a vast reduction in the time required to develop advertisements, it is being increasingly utilized.

Marketers are also increasingly understanding the importance of analysis of data pertaining to customer behavior and choices in order to develop more engaging advertisements that can effectively target a consumer group. As such, demand for effective analytical procedures has also increased in the advertisement sector in the past few years. The massive surge in the usage of mobile devices has allowed for easy availability of consumer data and a vast end-user for advertisement purposes. This is also driving the global programmatic advertising market.

Global Programmatic Advertising Market: Geographical Overview

From a geographical perspective, the global programmatic advertising market acquires a significant share of its overall revenue from the North America region owing to the increased usage of digital interventions, automation, and analytics in the advertising sector. The high usage of automation in the field of digital video advertisement and the vast popularity of TV advertisement sector in the region continue to the drive the market for programmatic advertising. The region is likely to remain one of the leading contributors of revenue and growth opportunities to the global programmatic advertising market in the near future as well.

However, the market in Asia Pacific is likely to emerge the fastest growing regional market, with countries such as India, China, and Singapore expected to emerge as the key contributors. Rising level of automation in the field of advertising in these countries is expected to drive the programmatic advertising market in the region. The market in Europe is well-established and is likely to expand at a promising pace in the next few years as well. The vast rise in volume of online advertisements in the region will continue to bode well for the programmatic advertising market.

Global Programmatic Advertising Market: Company Profiles

Some of the leading companies operating in the global programmatic advertising market are Rubicon Project, Inc., AOL Advertising, Inc., Connexity, Inc., AppNexus, Inc., DoubleClick Inc., Adobe Systems Inc., MediaMath, Inc., AdRoll, Inc., RadiumOne, Inc., Adingo, Inc., Turn, Inc., DataXu, Inc., Beeswax, Inc., Rocket Fuel Inc., and Flurry, Inc.

The study presents a granular assessment and quantitative evaluation of:

  • Key growth factors and prominent trends
  • Size and share of key segments in overall market
  • Key challenges and winning imperatives
  • Factors shaping competitive landscape
  • Insights into how contours of market will change in coming years
  • Technological advances
  • New avenues and imminent investment pockets
  • Regulatory landscape shaping current and future strategies of companies

The region-wise assessment includes market dynamics in:

  • North America
  • Asia Pacific
  • Europe
  • Latin America
  • The Middle East and Africa

The study is prepared with the help of an extensive primary and secondary research. Primary research includes but not limited to interactions, interviews, surveys, and events. Opinions of policy makers and industry experts are carefully integrated into the insights to complement primary research. Volumes of secondary data gleaned through renowned paid sources, annual statements, reputed journals, and government documents offer insights into current dynamics and key evolution trajectories the market is likely to assume. The research employs various industry-wide analytics methods and well-established methodologies to ascertain the attractiveness of key segments. Further, it evaluates the lucrativeness of key regions and factors underlying their maturity. The insights notably include a detailed analysis of forces behind vendor differentiation and offers insight into investment-decision making by prominent players.

The report strives to enlighten businesses and industry stakeholders on multiple facets of the growth dynamic of the market, the key of which include answers to:

  • Which key factors will shape the competitive landscape?
  • Which trends will stimulate research and development activities in different geographies?
  • Which are the lucrative growth areas and what is the size of potential they are likely contribute to the overall market?
  • Which disruptions in market growth are likely to come with the new business models?
  • Which are some of the recent overhauls in policies that may change the course of the market significantly?
  • Which are the geographies that will form sizable sources of new streams to new and established players alike?
  • How are top players likely to realign their strategy to counter the forces of competition?
  • Which key strategies emerging players are likely to focus on to consolidate their position?
  • Which changes in end-user preferences might affect the status quo held by the leading players?
  • Which are some of the game-changing innovations influencing the projected share and revenue of the market and its segments?

Note: Utmost care has invariably been taken to present data and arrive at statistics at all the TMR Research reports. Meanwhile, some recent developments and new industry trends may take time to be included in the reports.