Programmatic Display Market Research, 2032
The global programmatic display market was valued at $46.7 billion in 2022, and is projected to reach $825.1 billion by 2032, growing at a CAGR of 33.6% from 2023 to 2032.
Programmatic advertising is a type of internet advertisement that advertisers can buy and position using sophisticated algorithms rather than traditional manual approaches of having to track and buy appropriate ad spaces. Advertisers can use programmatic ad purchasing software to acquire ad space, find suitable places for advertisements, and target their ads. This is in contrast to the conventional procedures of negotiating with human representatives and requesting particular ad placements. Rise in trend of remote working culture during the COVID-19 pandemic aided in propelling the growth of social media and online platforms, hence boosting the demand for programmatic display advertising solutions. Moreover, surge in demand for easily accessible and shorter forms of entertainment and media positively impacts the growth of the programmatic display advertising market. However, data privacy and sharing challenges on programmatic display advertising platforms can hamper the programmatic display advertising market. On the contrary, the integration of advanced tools such as machine learning and data analytics with programmatic display advertising solutions suites are expected to offer remunerative opportunities for expansion of the programmatic display advertising market during the forecast period.
Surge in adoption of smartphones, improved communication networks, growth in advertising spending on digital media across various industries, and proliferation of social media are primarily drive the growth of the programmatic display market. However, rise in adoption of ad-blockers to avoid online advertising and stringent government regulations and laws hamper the market growth. On the contrary, the emergence of advertising automation is expected to provide lucrative opportunities for market growth during the forecast period.
Segment Review
The global programmatic display market is segmented on the basis of type, channel, and region. On the basis of component, the market is divided into online video, online display, mobile video, and mobile display. Depending on channel, it is fragmented into real-time bidding (RTB), private marketplaces (PMP), and automated guaranteed (AG). Region wise, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa.
The report focuses on growth prospects, restraints, and analysis of the programmatic display trend. The study provides Porter’s five forces analysis to understand the impact of numerous factors, such as the bargaining power of suppliers, the competitive intensity of competitors, the threat of new entrants, the threat of substitutes, and the bargaining power of buyers on the programmatic display market share.
On the basis of type, the online video segment dominated the programmatic display market in 2022 and is expected to maintain its dominance in the upcoming years owing to increase in video streaming on the internet, which, in turn, fosters the demand for online video advertising to reach large number of consumers. However, the mobile video segment is expected to witness the highest growth, as mobile videos help entrepreneurs to create quality and unique content that boosts their outreach, sales, and brand recognition.
Region wise, the programmatic display market size was dominated by North America in 2022 and is expected to retain its position during the forecast period, owing to the strong presence of programmatic display advertising solutions vendors such as Google Inc., Adobe, and AppNexus Inc. However, Asia-Pacific is expected to witness significant growth during the programmatic display market forecast period, owing to rapid economic and technological developments in the region, which is expected to fuel the programmatic display market growth in this region.
Competition Analysis
The key players operating in the programmatic display industry include AppNexus Inc., Verizon Communications Inc., DataXu Inc., Google Inc., Adobe Systems Incorporated, Adform, Rubicon Project Inc., Rocket Fuel Inc., MediaMath, and CONNEXITY. The report highlights the strategies of the key players to improve the market share and sustain competition in the programmatic display industry.
Recent Partnership in the Programmatic Display Market
In February 2022, Jivox, the leading data-driven platform for personalized digital advertising, technology integrated and partnered with AppNexus, the world’s leading programmatic platform for buying and selling digital advertising. The market leaders have joined forces to deliver the industry’s most comprehensive personalized digital advertising solution through the seamless integration of Jivox’s dynamic creative platform with the AppNexus Programmable Bidder.
Recent Product Launch in the Programmatic Display Market
In March 2021, Adtelligent launched its programmatic display advertising platform, DSP Simplified. It is a demand-side platform that can be used directly by agencies, advertisers, marketers, and affiliates 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.
Top Impacting Factor
Growth in adoption of smartphones and improved communication networks
The use of smartphones has grown rapidly, and the way consumers interact with various brands or sellers has transformed drastically over the past few years, owing to surge in accessibility to high-speed internet on smartphones, which is expected to fuel online advertising solutions and services such as programmatic display advertising. This is attributed to the fact that programmatic display advertising has become crucial for the brands to understand consumers’ interests with the help of smartphone advertisements and stimulate their decision to purchase.
Smartphones provide real-time marketing opportunities for advertisers to engage with the users who truly want to associate with their brands. In addition, market players are offering new programmatic display advertising solutions due to the rapidly growing demand for smartphone-based programmatic display advertising, which is expected to drive the growth of the programmatic display advertising market. For instance, in October 2020, Tech Mahindra, an IT services provider, collaborated with InMobi, a marketing cloud firm, to offer a video advertising solution. The solution is expected to enable advertisers to develop and distribute engaging and innovative video advertisements on mobile phones.
Proliferation of social media
The number of people who frequently use different social media platforms has grown dramatically. These platforms are observing huge popularity around the world as they enable people to connect with friends and family; however, they are proving to be ideal tools for advertisers. The proliferation of social media drives the programmatic display advertising market due to various aspects such as better reach to much larger audiences than ever before, engaging with customers, enabling them to increase brand awareness, and cultivating new leads. These features of social media advertising have enabled marketers/advertisers to spend more of their advertising budgets on advertising on social media.
Key Benefits for Stakeholders
- This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the programmatic display market analysis from 2022 to 2032 to identify the prevailing programmatic display market opportunities.
- The market research is offered along with information related to key drivers, restraints, and opportunities.
- Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
- In-depth analysis of the programmatic display market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global market.
- Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
- The report includes the analysis of the regional as well as global programmatic display market trends, key players, market segments, application areas, and market growth strategies.
Programmatic Display Market Report Highlights
| Aspects | Details |
 Market Size By 2032 | USD 825.1 billion |
 Growth Rate | CAGR of 33.6% |
 Forecast period | 2022 - 2032 |
 Report Pages | 347 |
 By Type |
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 By Channel |
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 By Region |
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 Key Market Players | MediaMath, AppNexus Inc., DataXu Inc., Adform, CONNEXITY, Rubicon Project Inc., Verizon Communications Inc., Adobe Systems Incorporated, Google Inc., Rocket Fuel Inc. |
Analyst Review
The global programmatic display market, the demand for programmatic display advertising platforms has been on rise for the past few years. The market is expected to grow at a notable pace in the coming years as well, owing to growth in popularity of social media platforms and other digital services that can help provide an immersive and a more center stage advertising solution for many businesses, without having to spend too much capital on customer acquisition. In addition, rapid digitalization and increase in internet penetration are anticipated to open new avenues for the growth of the digital advertising and programmatic display advertising industry.
The key providers of the programmatic display advertising market such as Google Inc. (Alphabet Inc.), Adobe Inc., and LG Corporation garner a significant share. With larger requirements for programmatic display advertising tools and services, various companies are establishing partnerships to increase their display advertising capabilities. For instance, in September 2020, Verizon announced a collaboration with Broadsign. This partnership is to integrate Verizon Media’s programmatic demand-side platform with the Broadsign Reach programmatic DOOH supply-side platform. With this combination, Verizon Media advertisers can access Broadsign’s global programmatic DOOH inventory as part of their omnichannel buys. This is a strategic partnership for Verizon as it plans to expand into DOOH with the growing demand for new advertising medium in omnichannel campaigns with the ability of DOOH to capture consumer’s notes.
In addition, with the increasing demand for programmatic display advertising, various companies are expanding their current product portfolio with increasing diversification among customers. For instance, in July 2022, Google LLC announced the launch of its My Ad Center. This new tool has features that enable the users to define which brands and topics they like for their customization. This is an option that allows users to have control over the ads and content that they want.
Moreover, market players have been expanding their business operations and customers by increasing their acquisitions. For instance, in May 2020, Connexity announced the acquisition of Skimlinks. SKimlinks develops monetization solutions for commerce-oriented publishers. This is a strategic acquisition for Connexity as it will develop an independent customer acquisition channel for e-commerce. It will add thousands of new retail-oriented publishers such as consumer-facing media brands.
The global programmatic display market was valued at $46,687 million in 2022 and is estimated to reach $825,136.26 million by 2032, exhibiting a CAGR of 33.6% from 2023 to 2032
Growth in adoption of smartphones and improved communication networks and growth in advertising spending on digital media across various industries are the upcoming trends of Programmatic Display Market in the world.
Emergence of advertising automation is the leading application of Programmatic Display Market.
North America is the largest regional market for Programmatic Display.
AppNexus Inc., Verizon Communications Inc., DataXu Inc., Google Inc., Adobe Systems Incorporated, Adform, Rubicon Project Inc., Rocket Fuel Inc., MediaMath, and CONNEXITY are the top companies to hold the market share in Programmatic Display.
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