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市场调查报告书
商品编码
1335543
需求方平台全球市场规模、份额、产业趋势分析报告:按管道(影片、显示、行动、其他)、按类型(完整/託管服务、自助服务)、按地区分類的展望和预测,2023-2030年Global Demand Side Platform Market Size, Share & Industry Trends Analysis Report By Channel (Video, Display, Mobile and Others), By Type (Full/Managed Service and Self Service), By Regional Outlook and Forecast, 2023 - 2030 |
2030年,需求方平台市场规模预计将达到1,100亿美元,预测期内市场年复合成长率率为24.9%。
然而,随着越来越多的消费者在网路上购物,诈骗广告正成为越来越大的威胁。数以百万计的欺骗性和欺骗性广告正在展示,将消费者引导至销售假冒产品和提供假冒服务的非法电子商务网站。广告诈骗可以透过多种方式发生,包括恶意机器人生成的虚假广告展示/点击、广告迭加以及创建模仿合法网站以获得广告网路许可的虚假幽灵网站。这些要素为市场带来挑战并阻碍市场扩张。
通路展望
依通路划分,市场分为显示、行动、影片和原生。从2022年的市场规模来看,显示领域将占据很大的收入份额。展示 DSP 对于程式化广告至关重要,它允许广告商在各种网站和展示网路上购买广告库存。使用展示 DSP 的广告主可以使用丰富的工具和功能来提高展示广告活动的定位、覆盖范围和有效性。
按类型分類的展望
依类型分为自助服务型及全程/託管服务型。 2022 年,完整/託管服务领域占据市场最高收入份额。借助全面/託管服务 DSP,第三方(例如代理商)可以在媒体策略师团队的协助下执行和管理整个活动,以瞄准精确的受众。託管服务供应商熟悉 DSP 提供的众多定位可能性。此外,需求方平台的完全託管服务可提高活动绩效,并使您能够获得内部难以获得的资源和知识。
区域展望
从区域来看,我们对北美、欧洲、亚太地区和拉丁美洲地区的市场进行了分析。 2022年,北美地区以最高的收入份额引领市场。程序化广告支出的增加正在推动区域市场的扩张。此外,需求方平台软体的采用也引起了市场参与者的高度关注。该地区广泛使用软体,许多经济领域的知名公司都参与其中。此外,许多信誉良好且低调的本地广告商也利用这些平台进行短期效果广告和品牌建立。
需求方平台Maret上部署的策略
2023 年 6 月,The Trade Desk 宣布推出 Kokai,这是一个 AI 程式设计平台,具有新的使用者介面和跨平台检测等高级功能。新平台提供卓越的人工智慧最佳化能力,每秒可处理1,300万次广告展示。
2023 年 6 月,SmartyAds 与提供数位广告供应链的独立科技公司 PubMatic 合作。此次合作将使该公司能够为所有广告格式提供优质的供应,并为有影响力的广告提供绝佳的机会。
2023 年 5 月,MediaMath 与以消费者为中心的独立技术公司 Sonobi 和领先的搜寻智慧平台 Captify 建立了合作伙伴关係。此次合作的重点是结合两家公司的专业知识,透过优质库存和增强的定位为品牌提供更高水准的参与度和更有效率的广告支出。
2023 年 2 月 Adform 与 Scope3 合作。此次合作将使该公司能够为客户提供具有定量资料和结果的绿色媒体解决方案。此外,品牌可以透过 Adform DSP 直接监控其行销活动的碳足迹。
2022 年 10 月 Adform 与 EMX by Big Village 合作,EMX by Big Village 是一家领先的优质 SSP 公司和端到端程式化技术集团。这种合作伙伴关係将使我们能够在透明且检测的环境中向客户直接提供优质 CTV。
2022 年 3 月 The Trade Desk 与 Adobe 合作,Adobe 是一家以多媒体和创意软体产品而闻名的美国软体公司。与 Adobe 即时客户数据平台的整合使负责人能够提高广告的准确性和适用性。此外,它将支援测试新的 ID 功能,例如 Unified ID 2.0,从而使广告主能够为无 cookie 的环境做好准备。
2022 年 3 月:MediaMath 与全球领先的独立程式化数位位户外 (DOOH) 广告科技公司 Hivestack 合作。透过此次合作,两家公司将结合各自的技术,在全球部署多个程式化户外媒体和其他跨通路媒体活动。
2021 年 5 月,SmartyAds 与中国消费性电子製造商小米合作。透过此次合作,该公司将为提供者提供发展机会,并允许存取小米提供的大量广告资源。
2021 年 2 月,MediaMath 与电子商务市场 Flipkart 合作。此次合作旨在帮助品牌设计有影响力的行销活动,并做出资料驱动的决策来购买线上广告库存。此外,它还可以推动更好的客户体验和参与度,并为品牌提供透明度和课责。
2020 年 9 月,Adform 宣布推出新产品组 FLOW。这个新平台提供 DSP、DMP、SSP、DCO 和广告伺服器,帮助使用者获得更好的结果。
The Global Demand Side Platform Market size is expected to reach $110 billion by 2030, rising at a market growth of 24.9% CAGR during the forecast period.
Demand for video DSPs is driven by the growth of online video advertising and the acceptance of over-the-top (OTT) streaming platforms, which enable advertisers to engage viewers with fascinating video ad formats, thereby Video segment would generate approximately 37% share of the market by 2030. The fast growth of video streaming through OTT services like Netflix, Apple TV+, and YouTube TV has put CTV display advertising in the spotlight. For instance, in 2021, the revenue from streaming in the United States climbed by 22.8%. For instance, Google LLC expanded the Google Marketing Platform's Display & Video 360 functionalities in May 2022. To enhance CTV advertising, the company increased the amount of CTV inventory available on the Display & Video 360 demand-side platform and extended Google audiences to CTV devices. Some of the factors impacting the market are increased use of DSPs for programmatic advertising, increasing growth of mobile games, and expanding fraudulent activities in the advertising sector.
The demand-side platform market is driven by simple management and improved campaign reporting benefits. Demand-side platform market growth is anticipated due to factors such as speed, innovative advertising, precise targeting, research, and the growing availability of digital advertising inventory. The market is projected to develop in step with the growing demand for programmatic advertising. DSPs can enhance and automate data-driven advertising using cutting-edge machine learning and artificial intelligence. The market is therefore expected to grow due to technological advancements. With the growing acceptance of various mobile games globally, the industry is being pushed by an increase in demand for in-game advertising. Marketers may now contact customers in a brand-safe environment due to in-game advertising. As a huge number of developers sold ad space to commercialize the content, there has been a rise in the proportion of free-to-play mobile games with in-game advertising. This increasing growth of mobile games is further raising the adoption of demand side platforms, thereby resulting in market growth.
However, as more consumers shop online, fraudulent advertising is becoming a bigger threat. Millions of false adverts that deceive consumers are displayed to them, leading them to illegal e-commerce sites that sell fake goods and offer false services. Ad fraud can occur in various ways, such as false ad impressions/clicks generated by bad bots, piling ads on top of one another, and creating fake ghost sites that imitate legitimate websites to obtain permission from ad networks. This factor poses a challenge for the market and thus impedes its expansion.
Channel Outlook
Based on channel, the market is fragmented into display, mobile, video and native. The display segment acquired a substantial revenue share in the market in 2022. Display DSPs are vital in programmatic advertising, allowing advertisers to purchase ad inventory across various websites and display networks. Advertisers who use display DSPs have access to a robust collection of tools and features that help them to improve the targeting, reach, and effectiveness of their display advertising campaigns.
Type Outlook
By type, the market is classified into self-service and full/managed service. In 2022, the full/managed service segment held the highest revenue share in the market. In full/managed service DSP, a third party, such as an agency, executes and manages the complete campaign to target an accurate audience with the assistance of their media strategist's team. Managed service providers are proficient in the numerous targeting possibilities that are offered by DSP. Further, a fully managed service for a demand-side platform can enhance campaign performance and give access to resources and knowledge that might otherwise be difficult to obtain internally.
Regional Outlook
Region wise, the market is analyzed across North America, Europe, Asia-Pacific and LAMEA. In 2022, the North America region led the market by generating the highest revenue share. Increasing programmatic ad expenditure drives the regional market's expansion. Additionally, demand-side platform software adoption is receiving significant attention from market players. The region is heavily utilizing software and incorporating prominent businesses from many sectors of the economy. Additionally, numerous reputable and modest regional advertisers use these platforms for short-term performance ads and brand-building efforts.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Google LLC (Alphabet Inc.), Amazon.com, Inc., Adobe, Inc., The TradeDesk, Inc, MediaMath Inc., Adform, Microsoft Corporation (Xandr), SmartyAds, Gourmet Ads, and Basis Technologies.
Strategies Deployed in Demand Side Platform Maret
2023-Jun: Trade Desk revealed Kokai, AI programmatic platform, with a new user interface and advanced features like cross-platform measurements. The new platform offers superior AI optimization capabilities and can process 13 million ad impressions per second.
2023-Jun: SmartyAds formed a partnership with PubMatic, an independent technology company offering digital advertising supply chain. The partnership would enable the company to offer superior supply across all ad formats and outstanding opportunities to advertise with impact.
2023-May: MediaMath entered into partnership with Sonobi, an independent, consumer-focused, technology company, and Captify, a leading Search Intelligence Platform. The partnership focuses on combining the expertise of companies and offering brands a higher level of engagement and more efficient ad spending with quality inventory and enhanced targeting.
2023-Feb: Adform came into partnership with Scope3. The partnership would allow the company to offer its client implementation green media solutions with quantifiable data and results. Additionally, brands can monitor the campaigns' carbon footprint directly through the Adform DSP.
2022-Oct: Adform partnered with EMX by Big Village, the leading premium SSP, and end-to-end programmatic technology group. With this partnership, the company would be able to deliver premium direct CTV supply, in a transparent and measurable environment to its customers.
2022-Mar: Trade Desk teamed up with Adobe, an American software company known for its multimedia and creativity software products. The integration with Adobe Real-Time Customer Data Platform enables marketers to drive more precision and applicability in advertising. Moreover, it would enable the advertisers to test new identity capabilities, such as Unified ID 2.0, as they get ready for a cookieless environment.
2022-Mar: MediaMath formed a partnership with Hivestack, the world's leading independent programmatic digital out-of-home (DOOH) ad tech company. With this partnership, both companies would combine their technologies to reveal multiple programmatic DOOH, and other cross-channel media campaigns globally.
2021-May: SmartyAds joined hands with Xiaomi, a Chinese designer, and manufacturer of consumer electronics. Through this collaboration, the company offers development opportunities for providers and enables them to reach vast ad inventory featured by Xiaomi.
2021-Feb: MediaMath partnered with Flipkart, an E-commerce marketplace. The partnership is aimed to enable brands to design high-impact marketing campaigns and make data-driven decisions to purchase online ad inventory. Furthermore, it would drive better client experiences and engagement and deliver transparency and accountability to brands.
2020-Sep: Adform introduced FLOW, a new product suite. The new platform offers DSP, DMP, SSP, DCO, and ad servers and provides its users to secure significantly stronger results.
Market Segments covered in the Report:
By Channel
By Type
By Geography
Companies Profiled
Unique Offerings from KBV Research
List of Figures