2024-2028 年全球程序化广告支出市场

预计 2022 年至 2027 年，程序化广告支出市场将成长 4,337 亿美元，预测期内复合年增长率为 32.23%。

该报告包括对程序化广告支出市场的总体分析、市场规模和预测、趋势、成长动力、挑战以及涵盖约 25 家供应商的供应商分析。

它提供了对当前市场状况、最新趋势和驱动因素以及整体市场环境的最新分析。该市场的推动因素包括数位广告的高普及、南美和亚太地区程序化广告的日益普及以及受众定位的改善。

研究指出，行动程式化广告展示的日益普及是推动未来几年程序化广告支出市场成长的关键因素之一。此外，扩增实境（AR）技术在广告领域的高渗透率以及人工智慧（AI）在程式化广告市场的引入将带来巨大的市场需求。

目录

第一章执行摘要

• 市场概况

第二章 市场状况

• 市场生态系统

第三章 市场规模评估

• 市场定义
• 细分市场分析
• 2023 年市场规模
• 2023-2028年市场展望

第四章 市场规模表现

• 2018-2022 年全球程序化广告支出市场
• 2018-2022 年按应用分類的细分市场分析
• 2018-2022年萤幕类型細項分析
• 2018-2022 年区域細項分析
• 2018-2022 年国家細項分析

第五章五力分析

• 五力摘要
• 买方议价能力
• 供应商的议价能力
• 新进入者的威胁
• 替代品的威胁
• 竞争威胁
• 市场状况

第六章市场区隔：按应用

• 细分市场
• 比较：按应用
• 公开竞标：2023-2028 年市场规模与预测
• 汽车：2023-2028 年市场规模与预测
• 仅限受邀者：2023-2028 年市场规模与预测
• 无限制固定关税：2023-2028 年市场规模与预测
• 市场机会：依应用分类

第七章市场区隔：依类型

• 细分市场
• 比较：按类型
• 移动：2023-2028 年市场规模与预测
• 桌面：2023-2028 年市场规模与预测
• 市场机会：按类型

第八章 客户状况

• 客户状况概览

第九章 地区情势

• 区域细分
• 区域比较
• 北美：2023-2028 年市场规模与预测
• 亚太地区：2023-2028 年市场规模与预测
• 欧洲：2023-2028 年市场规模与预测
• 南美洲：2023-2028年市场规模与预测
• 中东和非洲：2023-2028 年市场规模与预测
• 美国：2023-2028 年市场规模与预测
• 中国：2023-2028年市场规模及预测
• 德国：2023-2028 年市场规模与预测
• 英国：2023-2028 年市场规模与预测
• 加拿大：2023-2028 年市场规模与预测
• 市场机会：依地区状况

第 10 章 驱动因素、挑战与趋势

• 市场驱动因素
• 市场挑战
• 驱动因素和挑战的影响
• 市场趋势

第十一章 供应商情况

• 概述
• 供应商情况
• 混乱的情况
• 产业风险

第十二章供应商分析

• 交易厂商
• 供应商市场定位
• Adform AS
• Adobe Inc.
• Alphabet Inc.
• Amazon.com Inc.
• Digilant Inc.
• Magnite Inc.
• MediaMath Inc.
• Microsoft Corp.
• NextRoll Inc.
• Roku Inc.
• Simplifi Holdings Inc.
• Singapore Telecommunications Ltd.
• SmartyAds LLP
• Sparcmedia Pty Ltd.
• Verizon Communications Inc.

第十三章附录

The programmatic advertising spending market is forecasted to grow by USD 433.7 bn during 2022-2027, accelerating at a CAGR of 32.23% during the forecast period. The report on the programmatic advertising spending market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by high penetration of digital advertising, growing adoption of programmatic advertising in South America and APAC, and improved targeting of audience.

Technavio's programmatic advertising spending market is segmented as below:

By Application

• Open auction
• Automated guaranteed
• Invitation only
• Unreserved fixed rate

By Display Type

• Mobile
• Desktop

By Geographical Landscape

• North America
• APAC
• Europe
• South America
• Middle East and Africa

This study identifies the growing popularity of mobile programmatic ad displays as one of the prime reasons driving the programmatic advertising spending market growth during the next few years. Also, the high penetration of augmented reality (AR) technology in the advertising sector and the introduction of artificial intelligence (AI) in the programmatic advertising market will lead to sizable demand in the market.

The report on the programmatic advertising spending market covers the following areas:

• Programmatic advertising spending market sizing
• Programmatic advertising spending market forecast
• Programmatic advertising spending market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading programmatic advertising spending market vendors that include Adform AS, Adobe Inc., Alphabet Inc., Amazon.com Inc., Digilant Inc., IPONWEB Ltd., Magnite Inc., Microsoft Corp., NextRoll Inc., Roku Inc., Simplifi Holdings Inc., Singapore Telecommunications Ltd., SmartyAds LLP, Sparcmedia Pty Ltd., StackAdapt Inc., The Trade Desk Inc., Verizon Communications Inc., Noboru Consultancy Services, Infectious Media Holdings Ltd., and MediaMath Inc.. Also, the programmatic advertising spending market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast the accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview

2 Market Landscape

• 2.1 Market ecosystem

3 Market Sizing

• 3.1 Market definition
• 3.2 Market segment analysis
• 3.3 Market size 2023
• 3.4 Market outlook: Forecast for 2023-2028

4 Historic Market Size

• 4.1 Global programmatic advertising spending market 2018 - 2022
• 4.2 Application Segment Analysis 2018 - 2022
• 4.3 Display Type Segment Analysis 2018 - 2022
• 4.4 Geography Segment Analysis 2018 - 2022
• 4.5 Country Segment Analysis 2018 - 2022

5 Five Forces Analysis

• 5.1 Five forces summary
• 5.2 Bargaining power of buyers
• 5.3 Bargaining power of suppliers
• 5.4 Threat of new entrants
• 5.5 Threat of substitutes
• 5.6 Threat of rivalry
• 5.7 Market condition

6 Market Segmentation by Application

• 6.1 Market segments
• 6.2 Comparison by Application
• 6.3 Open auction - Market size and forecast 2023-2028
• 6.4 Automated guaranteed - Market size and forecast 2023-2028
• 6.5 Invitation only - Market size and forecast 2023-2028
• 6.6 Unreserved fixed rate - Market size and forecast 2023-2028
• 6.7 Market opportunity by Application

7 Market Segmentation by Type

• 7.1 Market segments
• 7.2 Comparison by Type
• 7.3 Mobile - Market size and forecast 2023-2028
• 7.4 Desktop - Market size and forecast 2023-2028
• 7.5 Market opportunity by Type

8 Customer Landscape

• 8.1 Customer landscape overview

9 Geographic Landscape

• 9.1 Geographic segmentation
• 9.2 Geographic comparison
• 9.3 North America - Market size and forecast 2023-2028
• 9.4 APAC - Market size and forecast 2023-2028
• 9.5 Europe - Market size and forecast 2023-2028
• 9.6 South America - Market size and forecast 2023-2028
• 9.7 Middle East and Africa - Market size and forecast 2023-2028
• 9.8 US - Market size and forecast 2023-2028
• 9.9 China - Market size and forecast 2023-2028
• 9.10 Germany - Market size and forecast 2023-2028
• 9.11 UK - Market size and forecast 2023-2028
• 9.12 Canada - Market size and forecast 2023-2028
• 9.13 Market opportunity By Geographical Landscape

10 Drivers, Challenges, and Trends

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview
• 11.2 Vendor landscape
• 11.3 Landscape disruption
• 11.4 Industry risks

12 Vendor Analysis

• 12.1 Vendors covered
• 12.2 Market positioning of vendors
• 12.3 Adform AS
• 12.4 Adobe Inc.
• 12.5 Alphabet Inc.
• 12.6 Amazon.com Inc.
• 12.7 Digilant Inc.
• 12.8 Magnite Inc.
• 12.9 MediaMath Inc.
• 12.10 Microsoft Corp.
• 12.11 NextRoll Inc.
• 12.12 Roku Inc.
• 12.13 Simplifi Holdings Inc.
• 12.14 Singapore Telecommunications Ltd.
• 12.15 SmartyAds LLP
• 12.16 Sparcmedia Pty Ltd.
• 12.17 Verizon Communications Inc.

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
• 13.3 Currency conversion rates for US$
• 13.4 Research methodology
• 13.5 List of abbreviations

Exhibits:

• Exhibits1: Executive Summary - Chart on Market Overview
• Exhibits2: Executive Summary - Data Table on Market Overview
• Exhibits3: Executive Summary - Chart on Global Market Characteristics
• Exhibits4: Executive Summary - Chart on Market By Geographical Landscape
• Exhibits5: Executive Summary - Chart on Market Segmentation by Application
• Exhibits6: Executive Summary - Chart on Market Segmentation by Type
• Exhibits7: Executive Summary - Chart on Incremental Growth
• Exhibits8: Executive Summary - Data Table on Incremental Growth
• Exhibits9: Executive Summary - Chart on Vendor Market Positioning
• Exhibits10: Parent market
• Exhibits11: Market Characteristics
• Exhibits12: Offerings of vendors included in the market definition
• Exhibits13: Market segments
• Exhibits14: Chart on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits15: Data Table on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits16: Chart on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits17: Data Table on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits18: Historic Market Size - Data Table on global programmatic advertising spending market 2018 - 2022 ($ billion)
• Exhibits19: Historic Market Size - Application Segment 2018 - 2022 ($ billion)
• Exhibits20: Historic Market Size - Display Type Segment 2018 - 2022 ($ billion)
• Exhibits21: Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• Exhibits22: Historic Market Size - Country Segment 2018 - 2022 ($ billion)
• Exhibits23: Five forces analysis - Comparison between 2023 and 2028
• Exhibits24: Chart on Bargaining power of buyers - Impact of key factors 2023 and 2028
• Exhibits25: Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• Exhibits26: Threat of new entrants - Impact of key factors in 2023 and 2028
• Exhibits27: Threat of substitutes - Impact of key factors in 2023 and 2028
• Exhibits28: Threat of rivalry - Impact of key factors in 2023 and 2028
• Exhibits29: Chart on Market condition - Five forces 2023 and 2028
• Exhibits30: Chart on Application - Market share 2023-2028 (%)
• Exhibits31: Data Table on Application - Market share 2023-2028 (%)
• Exhibits32: Chart on Comparison by Application
• Exhibits33: Data Table on Comparison by Application
• Exhibits34: Chart on Open auction - Market size and forecast 2023-2028 ($ billion)
• Exhibits35: Data Table on Open auction - Market size and forecast 2023-2028 ($ billion)
• Exhibits36: Chart on Open auction - Year-over-year growth 2023-2028 (%)
• Exhibits37: Data Table on Open auction - Year-over-year growth 2023-2028 (%)
• Exhibits38: Chart on Automated guaranteed - Market size and forecast 2023-2028 ($ billion)
• Exhibits39: Data Table on Automated guaranteed - Market size and forecast 2023-2028 ($ billion)
• Exhibits40: Chart on Automated guaranteed - Year-over-year growth 2023-2028 (%)
• Exhibits41: Data Table on Automated guaranteed - Year-over-year growth 2023-2028 (%)
• Exhibits42: Chart on Invitation only - Market size and forecast 2023-2028 ($ billion)
• Exhibits43: Data Table on Invitation only - Market size and forecast 2023-2028 ($ billion)
• Exhibits44: Chart on Invitation only - Year-over-year growth 2023-2028 (%)
• Exhibits45: Data Table on Invitation only - Year-over-year growth 2023-2028 (%)
• Exhibits46: Chart on Unreserved fixed rate - Market size and forecast 2023-2028 ($ billion)
• Exhibits47: Data Table on Unreserved fixed rate - Market size and forecast 2023-2028 ($ billion)
• Exhibits48: Chart on Unreserved fixed rate - Year-over-year growth 2023-2028 (%)
• Exhibits49: Data Table on Unreserved fixed rate - Year-over-year growth 2023-2028 (%)
• Exhibits50: Market opportunity by Application ($ billion)
• Exhibits51: Data Table on Market opportunity by Application ($ billion)
• Exhibits52: Chart on Type - Market share 2023-2028 (%)
• Exhibits53: Data Table on Type - Market share 2023-2028 (%)
• Exhibits54: Chart on Comparison by Type
• Exhibits55: Data Table on Comparison by Type
• Exhibits56: Chart on Mobile - Market size and forecast 2023-2028 ($ billion)
• Exhibits57: Data Table on Mobile - Market size and forecast 2023-2028 ($ billion)
• Exhibits58: Chart on Mobile - Year-over-year growth 2023-2028 (%)
• Exhibits59: Data Table on Mobile - Year-over-year growth 2023-2028 (%)
• Exhibits60: Chart on Desktop - Market size and forecast 2023-2028 ($ billion)
• Exhibits61: Data Table on Desktop - Market size and forecast 2023-2028 ($ billion)
• Exhibits62: Chart on Desktop - Year-over-year growth 2023-2028 (%)
• Exhibits63: Data Table on Desktop - Year-over-year growth 2023-2028 (%)
• Exhibits64: Market opportunity by Type ($ billion)
• Exhibits65: Data Table on Market opportunity by Type ($ billion)
• Exhibits66: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• Exhibits67: Chart on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits68: Data Table on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits69: Chart on Geographic comparison
• Exhibits70: Data Table on Geographic comparison
• Exhibits71: Chart on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits72: Data Table on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits73: Chart on North America - Year-over-year growth 2023-2028 (%)
• Exhibits74: Data Table on North America - Year-over-year growth 2023-2028 (%)
• Exhibits75: Chart on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits76: Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits77: Chart on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits78: Data Table on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits79: Chart on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits80: Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits81: Chart on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits82: Data Table on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits83: Chart on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits84: Data Table on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits85: Chart on South America - Year-over-year growth 2023-2028 (%)
• Exhibits86: Data Table on South America - Year-over-year growth 2023-2028 (%)
• Exhibits87: Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits88: Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits89: Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits90: Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits91: Chart on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits92: Data Table on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits93: Chart on US - Year-over-year growth 2023-2028 (%)
• Exhibits94: Data Table on US - Year-over-year growth 2023-2028 (%)
• Exhibits95: Chart on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits96: Data Table on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits97: Chart on China - Year-over-year growth 2023-2028 (%)
• Exhibits98: Data Table on China - Year-over-year growth 2023-2028 (%)
• Exhibits99: Chart on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits100: Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits101: Chart on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits102: Data Table on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits103: Chart on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits104: Data Table on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits105: Chart on UK - Year-over-year growth 2023-2028 (%)
• Exhibits106: Data Table on UK - Year-over-year growth 2023-2028 (%)
• Exhibits107: Chart on Canada - Market size and forecast 2023-2028 ($ billion)
• Exhibits108: Data Table on Canada - Market size and forecast 2023-2028 ($ billion)
• Exhibits109: Chart on Canada - Year-over-year growth 2023-2028 (%)
• Exhibits110: Data Table on Canada - Year-over-year growth 2023-2028 (%)
• Exhibits111: Market opportunity By Geographical Landscape ($ billion)
• Exhibits112: Data Tables on Market opportunity By Geographical Landscape ($ billion)
• Exhibits113: Impact of drivers and challenges in 2023 and 2028
• Exhibits114: Overview on Criticality of inputs and Factors of differentiation
• Exhibits115: Overview on factors of disruption
• Exhibits116: Impact of key risks on business
• Exhibits117: Vendors covered
• Exhibits118: Matrix on vendor position and classification
• Exhibits119: Adform AS - Overview
• Exhibits120: Adform AS - Product / Service
• Exhibits121: Adform AS - Key offerings
• Exhibits122: Adobe Inc. - Overview
• Exhibits123: Adobe Inc. - Business segments
• Exhibits124: Adobe Inc. - Key offerings
• Exhibits125: Adobe Inc. - Segment focus
• Exhibits126: Alphabet Inc. - Overview
• Exhibits127: Alphabet Inc. - Business segments
• Exhibits128: Alphabet Inc. - Key news
• Exhibits129: Alphabet Inc. - Key offerings
• Exhibits130: Alphabet Inc. - Segment focus
• Exhibits131: Amazon.com Inc. - Overview
• Exhibits132: Amazon.com Inc. - Business segments
• Exhibits133: Amazon.com Inc. - Key news
• Exhibits134: Amazon.com Inc. - Key offerings
• Exhibits135: Amazon.com Inc. - Segment focus
• Exhibits136: Digilant Inc. - Overview
• Exhibits137: Digilant Inc. - Product / Service
• Exhibits138: Digilant Inc. - Key offerings
• Exhibits139: Magnite Inc. - Overview
• Exhibits140: Magnite Inc. - Product / Service
• Exhibits141: Magnite Inc. - Key offerings
• Exhibits142: MediaMath Inc. - Overview
• Exhibits143: MediaMath Inc. - Product / Service
• Exhibits144: MediaMath Inc. - Key offerings
• Exhibits145: Microsoft Corp. - Overview
• Exhibits146: Microsoft Corp. - Business segments
• Exhibits147: Microsoft Corp. - Key news
• Exhibits148: Microsoft Corp. - Key offerings
• Exhibits149: Microsoft Corp. - Segment focus
• Exhibits150: NextRoll Inc. - Overview
• Exhibits151: NextRoll Inc. - Key offerings
• Exhibits152: Roku Inc. - Overview
• Exhibits153: Roku Inc. - Business segments
• Exhibits154: Roku Inc. - Key offerings
• Exhibits155: Roku Inc. - Segment focus
• Exhibits156: Simplifi Holdings Inc. - Overview
• Exhibits157: Simplifi Holdings Inc. - Product / Service
• Exhibits158: Simplifi Holdings Inc. - Key offerings
• Exhibits159: Singapore Telecommunications Ltd. - Overview
• Exhibits160: Singapore Telecommunications Ltd. - Business segments
• Exhibits161: Singapore Telecommunications Ltd. - Key offerings
• Exhibits162: Singapore Telecommunications Ltd. - Segment focus
• Exhibits163: SmartyAds LLP - Overview
• Exhibits164: SmartyAds LLP - Product / Service
• Exhibits165: SmartyAds LLP - Key offerings
• Exhibits166: Sparcmedia Pty Ltd. - Overview
• Exhibits167: Sparcmedia Pty Ltd. - Product / Service
• Exhibits168: Sparcmedia Pty Ltd. - Key offerings
• Exhibits169: Verizon Communications Inc. - Overview
• Exhibits170: Verizon Communications Inc. - Business segments
• Exhibits171: Verizon Communications Inc. - Key news
• Exhibits172: Verizon Communications Inc. - Key offerings
• Exhibits173: Verizon Communications Inc. - Segment focus
• Exhibits174: Inclusions checklist
• Exhibits175: Exclusions checklist
• Exhibits176: Currency conversion rates for US$
• Exhibits177: Research methodology
• Exhibits178: Validation techniques employed for market sizing
• Exhibits179: Information sources
• Exhibits180: List of abbreviations