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Programmatic Advertising Market By Operating Device Type (Mobile, Desktop), By Advertising Media (Digital Display, Mobile Display, Video, Social, Search, Television), By Trading Platform (Real Time Bidding (RTB), Private Marketplace Guaranteed, Automated Guaranteed, Unreserved Fixed-Rate) – Growth, Share, Opportunities & Competitive Analysis, 2018 – 2026

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Published: | Report ID: 8050 | Report Format : PDF

Continued Emphasis on Advertising Quality and Customized Content to Bolster the Demand for Programmatic Advertising

The programmatic advertising market is expected to reach US$ 95.58 billion by 2026, growing at a promising rate from 2018 to 2026. The programmatic advertising market, which is dominated by North America, is being driven by rapidly increasing automation in the advertising industry.Programmatic advertising refers to a technology that automates the planning, selling, buying, and optimization of advertising inventory using targeted audience data. The need for advertisers to connect with their target audience in the right environment with the right message at the right time provided the much-needed impetus to the programmatic advertising market. Credence Research anticipated that nearly four of every five dollars spent on digital advertising in the U.S. was transacted programmatically in 2017. The significant importance of automation in the advertising industry provided traction for a number of players to adopt programmatic advertising in search of feasible ways to satisfy the ever-rising demand for advertising. For instance, on November 13, 2017, Adobe Systems, Inc. successfully launched the first fully automated programmatic advertisement campaign.

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Market Synopsis

Programmatic Mobile Advertising to Continue Leading the Market

Mobiles dominate the overall programmatic advertising market. In 2017, more than 70% of programmatic advertisement spending was channeled through mobile, and it is bound to remain strong over the forecast period. The dominance and growth of mobile in the programmatic advertising market can be attributed to the overall advancement of mobile advertising technology. Mobile advertising provides marketers with a strong and immediate reach to targeted customers. With almost all industries increasing their mobile advertising budgets, demand for programmatic advertising on mobiles has seen promising growth over the period.Mobile is increasingly becoming a part of consumers’ daily lives, accounting for nearly a quarter of their daily media consumption time. The increasing time spent on mobile phones by consumers makes it an ideal platform for advertisers to reach an engaged and large audience.

North America leads the market, with Asia-Pacific emerging as the fastest-growing regional market.

Presently, North America leads the programmatic advertising market with a little over 60% of the overall market value worldwide. The U.S., with a strong adoptive market for new technologies across the nation, primarily backs the market here. Up until 2016, more than half of digital video advertisements in the United States were traded using automation. Moreover, by 2018, Credence Research expected that nearly three-quarters of all video advertisements would be transacted programmatically in the U.S. Similarly, the addressable TV technology market is expected to reach $2.2 billion in 2018, with household penetration in the United States increasing by around 85% by 2019. With such a high market potential, programmatic TV will continue to acquire market shares in the U.S. with an effective increase in the planned budget across the nation. In 2017, market research for programmatic advertising in the U.S. revealed that 65% of B2B marketers trade advertising programmatically.

Asia Pacific emerged as the fastest-growing market for programmatic advertising and is estimated to surge with a significant growth rate throughout the forecast period. China, Japan, Australia, Singapore, and India are among the leading countries with promising penetration of the programmatic advertising market. The countries hold huge potential for offering huge demand for programmatic advertising, primarily due to the growing automation of advertising technology to broaden the reach towards customers. Similarly, Europe holds great potential for programmatic advertising with its established digital advertising market. In 2017, the IAB Europe Programmatic Trading Committee revealed that more than 50% of European display advertising spending is now traded programmatically. A promising upswing in online advertising is primarily paving the way for programmatic advertising market growth across Europe.

Data-driven creativity to define the key strategy

The programmatic advertising market is more competitive in established markets, including North America and Europe than in emerging ones, including Asia Pacific and the rest of the world. Analyzing customers’ needs and keeping the approach sophisticated is the chief strategy of big players in the advertising market. By analyzing consumer data, marketers are looking to cater to the dynamic requirements of the advertising market. For instance, Adobe Systems Inc. defines its concept of programmatic advertising as an integrated system of audience, algorithms, and data that aids in consistent and relevant experiences across customer requirements.

Similarly, Flurry, Inc. operates the data collected from more than 700 million smartphones and builds strong consumer databases. This targeted data specifically appeals to consumer requirements. However, the new General Data Protection Regulation (GDPR) act harmonizes and modernizes data protection requirements. All organizations that control or process the personal data of their targeted audience are liable to implement data processing, considering the protection of consumers’ personal data. Some of the major players profiled in the report include AOL Advertising, Inc., AppNexus, Inc., AdRoll, Inc., Adobe Systems Inc., Adingo, Inc., Beeswax, Inc., Connexity, Inc., DataXu, Inc., DoubleClick, Inc., Flurry, Inc., MediaMath, Inc., Rubicon Project, Inc., Rocket Fuel, Inc., RadiumOne, Inc., The Trade Desk, Inc., Turn, Inc., Inc., Inc.,

Periods of History and Forecast

2016 : Historic year.

2017: Base Year

2018–2026: Forecast Period

This research report presents the analysis of each segment from 2016 to 2026, considering 2017 as the base year for the research. The compound annual growth rate (CAGR) for each of the respective segments was calculated for the forecast period from 2018 to 2026.

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Report Scope by Segments

The programmatic advertising market report provides market size and estimates based on market dynamics and key trends observed in the industry. The report provides a holistic view of the global programmatic advertising market based on operating devices, advertising media, trading platforms, and geography.

A segment of Operating Device Type (2016-2026; US$ Mn)

  • Mobile
  • Desktop

Advertising Media Segment (2016-2026; US Dollar Millions)

  • Digital Display
  • Mobile Display
  • Video
  • Social
  • Search
  • Television

Trading Platform Segment (2016-2026; millions of dollars)

  • Real-Time Bidding (RTB)
  • private marketplace guaranteed
  • Automated Guaranteed
  • Unreserved Fixed-rate

Geography Segment (2016-2026; millions of dollars)

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • France
    • Italy
    • U.K.
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • India
    • China
    • Japan
    • Rest of Asia-Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle East and Africa
    • GCC Countries
    • South Africa
    • Rest of Middle East and Africa

Chapter 1 Preface
1.1 Report Description
1.1.1 Purpose of the Report
1.1.2 Target Audience
1.1.3 USP and Key Offerings
1.2 Research Scope
1.3 Market Segmentation
1.4 Research Methodology
1.4.1 Phase I – Secondary Research
1.4.2 Phase II – Primary Research
1.4.3 Phase III – Expert Panel Review
1.4.4 Assumptions
1.4.5 Approach Adopted

Chapter 2 Executive Summary
2.1 Market Snapshot: Global Programmatic Advertising Market
2.2 Global Programmatic Advertising Market, By Operating Device Type
2.3 Global Programmatic Advertising Market, By Advertising Media
2.4 Global Programmatic Advertising Market, By Trading Platform
2.5 Global Programmatic Advertising Market, By Geography

Chapter 3 Market Dynamics
3.1 Introduction
3.1.1 Global Programmatic Advertising Market Value and Growth, 2016 – 2026, (US$ Bn) (Y-o-Y %)
3.2 Market Drivers
3.3 Market Growth Inhibitors
3.3.1 Impact Analysis of Drivers and Restraints
3.4 Key Market Trends and Future Outlook
3.5 See-Saw Analysis
3.6 Attractive Investment Proposition
3.7 Competitive Analysis
3.7.1 Market Positioning of Key Vendors
3.7.2 Key Strategies Adopted by the Leading Players

Chapter 4 Global Programmatic Advertising Market Analysis (US$ Bn), by Operating Device Type, 2016 – 2026
4.1 Overview
4.2 Mobile
4.3 Desktop

Chapter 5 Global Programmatic Advertising Market Analysis (US$ Bn), by Advertising Media, 2016 – 2026
5.1 Overview
5.2 Digital Display
5.3 Mobile Display
5.4 Video
5.5 Social
5.6 Search
5.7 Television

Chapter 6 Global Programmatic Advertising Market Analysis (US$ Bn), by Trading Platform, 2016 – 2026
6.1 Overview
6.2 Real Time Bidding (RTB)
6.3 Private Marketplace Guaranteed
6.4 Automated Guaranteed
6.5 Unreserved Fixed-rate

Chapter 7 North America Programmatic Advertising Market Analysis, 2016 – 2026
7.1 Overview
7.2 North America Programmatic Advertising Market Analysis (US$ Bn), By Operating Device Type, 2016 – 2026
7.2.1 Market Analysis
7.3 North America Programmatic Advertising Market Analysis (US$ Bn), By Advertising Media, 2016 – 2026
7.3.1 Market Analysis
7.4 North America Programmatic Advertising Market Analysis (US$ Bn), By Trading Platform, 2016 – 2026
7.4.1 Market Analysis
7.5 North America Programmatic Advertising Market Analysis (US$ Bn), By Region, 2016 – 2026
7.5.1 U.S.
7.5.2 Canada

Chapter 8 Europe Programmatic Advertising Market Analysis, 2016 – 2026
8.1 Overview
8.2 Europe Programmatic Advertising Market Analysis (US$ Bn), By Operating Device Type, 2016 – 2026
8.2.1 Market Analysis
8.3 Europe Programmatic Advertising Market Analysis (US$ Bn), By Advertising Media, 2016 – 2026
8.3.1 Market Analysis
8.4 Europe Programmatic Advertising Market Analysis (US$ Bn), By Trading Platform, 2016 – 2026
8.4.1 Market Analysis
8.5 Europe Programmatic Advertising Market Analysis (US$ Bn), By Region, 2016 – 2026
8.5.1 U.K.
8.5.2 Germany
8.5.3 Nordic Countries
8.5.4 Rest of Europe

Chapter 9 Asia Pacific Programmatic Advertising Market Analysis, 2016 – 2026
9.1 Overview
9.2 Asia Pacific Programmatic Advertising Market Analysis, (US$ Bn) By Operating Device Type, 2016 – 2026
9.2.1 Market Analysis
9.3 Asia Pacific Programmatic Advertising Market Analysis, (US$ Bn) By Advertising Media, 2016 – 2026
9.3.1 Market Analysis
9.4 Asia Pacific Programmatic Advertising Market Analysis, (US$ Bn) By Trading Platform, 2016 – 2026
9.4.1 Market Analysis
9.5 Asia Pacific Programmatic Advertising Market Analysis, (US$ Bn) By Region, 2016 – 2026
9.5.1 China
9.5.2 Japan
9.5.3 South Asia
9.5.4 Rest of Asia Pacific

Chapter 10 Rest of the World (RoW) Programmatic Advertising Market Analysis, 2016 – 2026
10.1 Overview
10.2 RoW Programmatic Advertising Market Analysis, (US$ Bn) By Operating Device Type, 2016 – 2026
10.2.1 Market Analysis
10.3 RoW Programmatic Advertising Market Analysis, (US$ Bn) By Advertising Media, 2016 – 2026
10.3.1 Market Analysis
10.4 RoW Programmatic Advertising Market Analysis, (US$ Bn) By Trading Platform, 2016 – 2026
10.4.1 Market Analysis
10.5 RoW Programmatic Advertising Market Analysis, (US$ Bn) By Region, 2016 – 2026
10.5.1 Middle East & Africa (MEA)
10.5.2 Latin America

Chapter 11 Company Profiles
11.1 AOL Advertising, Inc.
11.2 AppNexus, Inc.
11.3 AdRoll, Inc.
11.4 Adobe Systems Inc.
11.5 Adingo, Inc.
11.6 Beeswax, Inc.
11.7 Connexity, Inc.
11.8 DataXu, Inc.
11.9 DoubleClick Inc.
11.10 Flurry, Inc.
11.11 MediaMath, Inc.
11.12 Rubicon Project, Inc.
11.13 Rocket Fuel Inc.
11.14 RadiumOne, Inc.
11.15 The Trade Desk, Inc.
11.16 Turn, Inc.

List of Figures

FIG. 1 Global Programmatic Advertising: Market Segmentation
FIG. 2 Global Programmatic Advertising Market: Research Methodology
FIG. 3 Top-Down and Bottom Up Approach
FIG. 4 Global Programmatic Advertising Market, By Operating Device Type, 2017 (US$ Bn)
FIG. 5 Global Programmatic Advertising Market, By Advertising Media, 2017 (US$ Bn)
FIG. 6 Global Programmatic Advertising Market, By Trading Platform, 2017 (US$ Bn)
FIG. 7 Global Programmatic Advertising Market, By Geography, 2017 (US$ Bn)
FIG. 8 Global Programmatic Advertising Market Value and Growth, 2016 – 2026, (US$ Bn) (Y-o-Y %)
FIG. 9 See-Saw Analysis: Global Programmatic Advertising Market
FIG. 10 Attractive Investment Proposition
FIG. 11 Market Positioning of Key Programmatic Advertising Service Providers, 2017
FIG. 12 Global Programmatic Advertising Market Value Contribution, By Operating Device Type, 2017 & 2026 (%)
FIG. 13 Global Mobile Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 14 Global Desktop Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 15 Global Programmatic Advertising Market Value Contribution, By Advertising Media, 2017 & 2026 (%)
FIG. 16 Global Programmatic Digital Display Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 17 Global Programmatic Mobile Display Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 18 Global Programmatic Video Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 19 Global Programmatic Social Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 20 Global Programmatic Search Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 21 Global Programmatic Television Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 22 Global Programmatic Advertising Market Value Contribution, By Trading Platform, 2017 & 2026 (%)
FIG. 23 Global Programmatic Advertising Market Value from Real Time Bidding (RTB), 2016 – 2026 (US$ Bn)
FIG. 24 Global Programmatic Advertising Market Value from Private Maarketplace Guaranteed, 2016 – 2026 (US$ Bn)
FIG. 25 Global Programmatic Advertising Market Value from Automated Guaranteed, 2016 – 2026 (US$ Bn)
FIG. 26 Global Programmatic Advertising Market Value from Unreserved Fixed-rate, 2016 – 2026 (US$ Bn)
FIG. 27 North America Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 28 Europe Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 29 Asia Pacific Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)
FIG. 30 RoW Programmatic Advertising Market Value, 2016 – 2026, (US$ Bn)

List of Tables

TABLE 1 Market Snapshot: Global Programmatic Advertising Market
TABLE 2 Impact Indicators
TABLE 3 Impact Analysis of Drivers and Restraints
TABLE 4 North America Programmatic Advertising Market Value, By Operating Device Type, 2016 – 2026 (US$ Bn)
TABLE 5 North America Programmatic Advertising Market Value, By Advertising Media, 2016 – 2026 (US$ Bn)
TABLE 6 North America Programmatic Advertising Market Value, By Trading Platform, 2016 – 2026 (US$ Bn)
TABLE 7 Europe Programmatic Advertising Market Value, By Operating Device Type, 2016 – 2026 (US$ Bn)
TABLE 8 Europe Programmatic Advertising Market Value, By Advertising Media, 2016 – 2026 (US$ Bn)
TABLE 9 Europe Programmatic Advertising Market Value, By Trading Platform, 2016 – 2026 (US$ Bn)
TABLE 10 Asia Pacific Programmatic Advertising Market Value, By Operating Device Type, 2016 – 2026 (US$ Bn)
TABLE 11 Asia Pacific Programmatic Advertising Market Value, By Advertising Media, 2016 – 2026 (US$ Bn)
TABLE 12 Asia Pacific Programmatic Advertising Market Value, By Trading Platform, 2016 – 2026 (US$ Bn)
TABLE 13 RoW Programmatic Advertising Market Value, By Operating Device Type, 2016 – 2026 (US$ Bn)
TABLE 14 RoW Programmatic Advertising Market Value, By Advertising Media, 2016 – 2026 (US$ Bn)
TABLE 15 RoW Programmatic Advertising Market Value, By Trading Platform, 2016 – 2026 (US$ Bn)
TABLE 16 AOL Advertising, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 17 AppNexus, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 18 AdRoll, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 19 Adobe Systems Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 20 Adingo, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 21 Beeswax, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 22 Connexity, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 23 DataXu, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 24 DoubleClick Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 25 Flurry, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 26 MediaMath, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 27 Rubicon Project, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 28 Orbital Tracking Corporation: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 29 RadiumOne, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 30 The Trade Desk, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)
TABLE 31 Turn, Inc.: Company Snapshot (Company Details, Geographical Presence, Product Portfolio, Recent Developments)

Frequently Asked Questions

What is the size of Programmatic Advertising Market?

The market for Programmatic Advertising Market is expected to reach US$ 95.58 Bn by 2026.

What is the Programmatic Advertising Market CAGR?

The Programmatic Advertising Market is expected to see significant CAGR growth over the coming years, at XX%.

What is the Forecast period considered for Programmatic Advertising Market?

The report is forecasted from 2018-2026.

What is the base year considered for Programmatic Advertising Market?

The base year of this report is 2017.

Who are the major players in this market?

AOL Advertising, Inc., AppNexus, Inc., AdRoll, Inc., Adobe Systems Inc., Adingo, Inc., Beeswax, Inc., Connexity, Inc., DataXu, Inc., DoubleClick, Inc., Flurry, Inc., MediaMath, Inc., Rubicon Project, Inc., Rocket Fuel, Inc., RadiumOne, Inc., The Trade Desk, Inc. are some of the major players in the global market.

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