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

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.

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.

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

Frequently Asked Questions:

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

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

The report is forecasted from 2018-2026.

The base year of this report is 2017.

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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Published Date:  Jul 2018
Category:  Technology & Media
Report ID:   59226
Report Format:   PDF
Pages:   120
Rating:    4.3 (50)
Delivery Time: 24 Hours to 48 Hours   
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