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市场调查报告书
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1738609

全球程序化广告支出市场规模（按竞标、展示、最终用户、区域范围和预测）

Global Programmatic Ad Spending Market Size By Auction, By Display, By End-User, By Geographic Scope And Forecast
出版日期: | 出版商: Verified Market Research | 英文 202 Pages | 商品交期: 2-3个工作天内

价格
简介目录

程序化广告支出市场规模及预测

预计 2024 年程序化广告支出市场规模将达到 6,780 亿美元，到 2032 年将达到 35,060 亿美元，2026 年至 2032 年期间的复合年增长率为 23%。

程序化广告使用人工智慧 (AI) 和即时竞价(RTB) 来自动线上展示、社交媒体、行动和影片平台上购买和投放广告。

近年来，数位广告业务已拓展至传统电视广告。过去十年，随着网路平台的普及以及平板电脑和行动装置出货量的激增，数位广告业务显着增长，促进了传统行销策略向数位转型。

程序化广告因其高效、可扩展且经济高效的特点，越来越多的广告主选择采用程序化广告宣传。程序化广告利用资料驱动的洞察，大规模定位相关受众，是购买广告资源并即时投放广告的最快方式。

程序化广告已成为品牌和产品接触目标市场中大量、有吸引力的受众并迅速将其转化为潜在客户的重要工具。

它已成为数位行销的重要组成部分，因为它可以进行快速、有针对性的宣传活动，帮助广告商简化工作并在当今快节奏的数位环境中提高投资收益(ROI)。

全球程式化广告支出市场动态

影响全球程序化广告支出市场的关键市场动态包括：

关键市场驱动因素

转向数位广告：从传统广告到数位广告的日益转变是程式化广告支出的主要驱动力，预计到 2021 年数位广告支出将年增与前一年同期比较%，达到 4553 亿美元。

行动程式化广告的成长：行动装置使用率的提高带动了行动程式化广告的显着成长。根据 App Annie 的《2021 年行动市场状况》报告，2020 年消费者平均每天在行动装置上花费 4.2 小时，较 2019 年增加了 20%。

人工智慧与机器学习发表会人工智慧与机器学习技术与程式化广告的融合，正透过提升精准定位与效率来推动市场成长。普华永道估计，到2032年，人工智慧将为全球经济贡献高达15.7兆美元，其中6.6兆美元将来自生产力提升。

主要问题

隐私权担忧与资料监管：日益增长的隐私担忧和日益严格的资料保护条例是程序化广告市场的主要限制因素。欧华律师事务所 (DLA Piper) 报告称，2020 年 GDPR 罚款达到 1.585 亿欧元，较 2019 年增长 39%。

广告诈骗和品牌安全问题持续对程序化广告产业构成重大挑战。 Cheq 和巴尔的摩大学在 2020 年发布的一份报告估计，2020 年全球广告诈骗将对广告商造成 350 亿美元的损失。根据美国全国广告主协会 (ANA) 的数据，2020 年仅有 40% 的数位广告广告曝光率可观看。

程序化生态系统缺乏透明度：程序化广告生态系统的复杂性和缺乏透明度可能会阻碍一些广告商全面采用程序化技术。 Infectious Media 2020年的一项调查发现，79%的广告主担心程式化广告缺乏透明度。

主要趋势

转向情境广告：随着第三方 Cookie 的逐步淘汰，情境广告作为一种注重隐私的替代方案正日益受到青睐。 GumGum 2022 年的研究发现，与标准展示广告相比，情境广告可将购买意愿提升 63%。

联网电视(CTV) 和Over-the-Top(OTT) 程式化广告的兴起：串流媒体服务的普及正在推动连网电视和网路电视程式化广告的成长。根据美国互动广告局 (IAB) 的《2021 年影片广告支出及 2022 年展望》报告，76% 的影片广告买家认为连网电视是其媒体规划中的「必选」选项。

更重视第一方资料策略：随着第三方 Cookie 的减少，利用第一方资料进行程式化广告的趋势正在兴起。根据 Twilio Segment 2022 年的报告，在第三方 Cookie 宣布终止后，42% 的公司增加了对第一方资料收集的投资。

目录

第一章 全球程式化广告支出市场简介

  • 市场概览
  • 研究范围
  • 先决条件

第二章执行摘要

第三章：已验证的市场研究调查方法

  • 资料探勘
  • 验证
  • 第一手资料
  • 资料来源列表

第四章 全球程序化广告支出市场展望

  • 概述
  • 市场动态
    • 驱动程式
    • 限制因素
    • 机会
  • 波特五力模型
  • 价值链分析

第五章 程序化广告支出市场（依展示方式）

  • 概述
  • 桌面
  • 移动的

第六章 程序化广告支出市场（按竞标）

  • 概述
  • 即时竞价
  • 私人市场
  • 首选交易
  • 程序化直接购买

第七章 程序化广告支出市场（依最终用户划分）

  • 概述
  • 媒体与娱乐
  • 教育
  • 银行和金融服务保险（BFSI）
  • 电信和消费性电子
  • 零售和通讯

第七章 全球程序化广告支出市场（按地区）

  • 概述
  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 欧洲
    • 德国
    • 英国
    • 法国
    • 其他欧洲国家
  • 亚太地区
    • 中国
    • 日本
    • 印度
    • 其他亚太地区
  • 其他的
    • 拉丁美洲
    • 中东和非洲

第八章全球程序化广告支出市场的竞争格局

  • 概述
  • 各公司市场排名
  • 重点发展策略

第九章 公司简介

  • Simpli.fi
  • Adobe Inc.
  • Oracle Corporation
  • RTL Group
  • Telaria
  • War Room Holdings, Inc.
  • Oracle Corporation
  • DIGILANT

第十章 重大进展

  • 产品发布/开发
  • 合併与收购
  • 业务扩展
  • 伙伴关係与合作

第十一章 附录

  • 相关调查
简介目录
Product Code: 62405

Programmatic AD Spending Market Size And Forecast

Programmatic Ad Spending Market size was valued at USD 678 Billion in 2024 and is projected to reach USD 3506 Billion by 2032, growing at a CAGR of 23% from 2026 to 2032.

Programmatic advertising leverages artificial intelligence (AI) and real-time bidding (RTB) to automate the buying and placement of ads across online display, social media, mobile, and video platforms.

Recently, it has expanded into traditional TV advertising as well. The widespread adoption of online platforms and the surge in tablet and mobile device shipments have significantly boosted digital advertising over the past decade, fueling the shift from traditional marketing strategies to digital approaches.

Advertisers increasingly rely on programmatic advertising to optimize their ad campaigns due to its efficiency, scalability, and cost-effectiveness. The process uses data-driven insights to target highly relevant audiences at scale, making it the fastest method to purchase ad inventory and get ads live in real time.

Programmatic advertising has become a key tool for brands and products to reach large, captive audiences in their target markets, quickly converting them into prospects.

Its ability to run short-duration, highly targeted campaigns has made it an essential component of digital marketing, allowing advertisers to streamline their efforts and enhance their return on investment (ROI) in today's fast-paced digital landscape.

Global Programmatic Ad Spending Market Dynamics

The key market dynamics that are shaping the global programmatic ad spending market include:

Key Market Drivers

Shift to Digital Advertising: The ongoing shift from traditional to digital advertising is a major driver for programmatic ad spending. In 2021, digital ad spending grew to USD 455.30 Billion, representing a 20.4% year-over-year increase.

Mobile Programmatic Advertising Growth: The increasing use of mobile devices has led to significant growth in mobile programmatic advertising. According to App Annie's State of Mobile 2021 report, consumers spent an average of 4.2 hours per day on their mobile devices in 2020, up 20% from 2019.

Adoption of Artificial Intelligence and Machine Learning: The integration of AI and machine learning technologies in programmatic advertising is driving market growth by improving targeting and efficiency. PwC estimated that AI could contribute up to USD 15.7 Trillion to the global economy by 2032, with USD 6.6 Trillion likely to come from increased productivity.

Key Challenges

Privacy Concerns and Data Regulation: Increasing privacy concerns and stricter data protection regulations are significant restraints on the programmatic advertising market. GDPR fines reached €158.5 million in 2020, a 39% increase from 2019, as reported by DLA Piper.

Ad Fraud and Brand Safety Issues: Ad fraud and concerns about brand safety continue to be major challenges for the programmatic advertising industry. A 2020 report by Cheq and the University of Baltimore estimated that ad fraud would cost advertisers USD 35 Billion globally in 2020. According to the Association of National Advertisers (ANA), only 40% of digital ad impressions were viewable in 2020.

Lack of Transparency in the Programmatic Ecosystem: The complexity and lack of transparency in the programmatic advertising ecosystem can deter some advertisers from fully embracing programmatic methods. A 2020 survey by Infectious Media found that 79% of advertisers were concerned about the lack of transparency in programmatic advertising.

Key Trends

Shift towards Contextual Advertising: With the phasing out of third-party cookies, there's a growing trend toward contextual advertising as a privacy-friendly alternative. A 2022 study by GumGum found that contextual advertising can increase purchase intent by 63% compared to standard display ads.

Rise of Connected TV (CTV) and Over-the-Top (OTT) Programmatic Advertising: The increasing adoption of streaming services is driving growth in CTV and OTT programmatic advertising. According to IAB's 2021 Video Ad Spend and 2022 Outlook report, 76% of video buyers considered CTV a 'must buy' in their media planning.

Increased Focus on First-Party Data Strategies: With the decline of third-party cookies, there's a growing trend toward leveraging first-party data for programmatic advertising. According to a 2022 report by Twilio Segment, 42% of companies increased their investment in first-party data collection after the announcement of third-party cookie deprecation.

Global Programmatic Ad Spending Market Regional Analysis

Here is a more detailed regional analysis of the global programmatic ad spending market:

North America

North America substantially dominates the global programmatic ad spending market as there is high demand for the advanced digital infrastructure and high internet penetration.

North America's well-developed digital infrastructure and high internet penetration rate contribute significantly to its dominance in programmatic advertising.

According to the International Telecommunication Union (ITU), as of 2021, 93.9% of individuals in North America used the internet.

A 2022 report by Speedtest.net showed that the United States ranked 8th globally in mobile internet speeds and 13th in fixed broadband speeds.

North America, particularly the United States, is home to many of the world's largest tech companies and ad platforms, driving innovation and adoption in programmatic advertising.

A 2021 study by PwC found that 73% of advertisers in North America were using or planning to use Amazon's demand-side platform (DSP) for programmatic buying.

North America leads in digital ad spending per capita, indicating a mature and lucrative market for programmatic advertising.

The IAB Internet Advertising Revenue Report showed that programmatic advertising accounted for 88.2% of all digital display ad spending in the US in 2021, up from 85.5% in 2020.

Asia Pacific

Asia Pacific is anticipated to witness the fastest growth in the global programmatic ad spending market during the forecast period owing to the rapid growth in internet and mobile users

The Asia Pacific region is experiencing a surge in internet and mobile users, creating a vast audience for digital advertising. The International Telecommunication Union (ITU) stated that internet penetration in Asia and the Pacific increased from 37.6% in 2015 to 54.9% in 2021, representing rapid growth.

The region is seeing a significant shift in advertising budgets towards digital channels, driving programmatic ad spending.

A report by Magna Global predicted that digital ad formats would account for 70% of total ad spend in Asia Pacific by 2024, up from 59% in 2020.

GroupM's This Year Next Year report forecasted that China's digital ad market alone would grow by 13.5% in 2022 to reach USD118.5 Billion.

The Asia Pacific region is quickly adopting advanced technologies like AI and machine learning in advertising, boosting programmatic capabilities.

According to IDC, spending on AI systems in Asia Pacific (excluding Japan) was expected to reach USD 32 Billion in 2025, growing at a CAGR of 25.2% from 2020 to 2025.

Global Programmatic Ad Spending Market: Segmentation Analysis

The Global Programmatic Ad Spending Market is segmented based on Auction, Display, End-User, And Geography.

Programmatic Ad Spending Market, By Auction

  • Real-Time Bidding
  • Private Marketplace
  • Preferred Deals
  • Programmatic Direct

Based on the Auction, the Global Programmatic Ad Spending Market is bifurcated into Real-Time Bidding, Private Marketplace, Preferred Deals, and Programmatic Direct. The real-time bidding segment dominates the global programmatic ad spending market due to its efficiency in targeting specific audiences in real time. RTB allows advertisers to bid on individual ad impressions as they become available, enabling precise and relevant targeting. This auction-based model offers flexibility, scalability, and optimized ad spending, making it a preferred choice for advertisers seeking to quickly adapt to changing market conditions and consumer behavior.

Programmatic Ad Spending Market, By Display

  • Desktop
  • Mobile

Based on the Display, the Global Programmatic Ad Spending Market is bifurcated into Desktop and Mobile. The mobile segment dominates the global programmatic ad spending market due to the widespread use of smartphones and tablets. Consumers spend significant time on mobile devices for activities like browsing, social media, video streaming, and online shopping, making these platforms key advertising channels. Advertisers have adopted mobile-first strategies to target users effectively, leveraging data such as location, app usage, and browsing behavior for personalized, highly targeted campaigns.

Programmatic Ad Spending Market, By End-User

  • Media & Entertainment
  • Education
  • Banking, Financial Services and Insurance (BFSI)
  • Telecom & Consumer
  • Retail & Communication

Based on the End-User, the Global Programmatic Ad Spending Market is bifurcated into Media & Entertainment, Education, BFSI, Telecom & Consumer, and Retail & Communication. The retail and consumer segment dominates the global programmatic ad pending market due to its heavy investment in targeting specific consumer demographics efficiently. By leveraging vast consumer data, retailers can deliver personalized ads that drive higher engagement and conversions. The rise of e-commerce and online shopping has further accelerated the adoption of programmatic advertising, solidifying the sector's leading position in capturing the growing digital shopper base.

Programmatic Ad Spending Market, By Geography

  • North America
  • Europe
  • Asia Pacific
  • Rest of the world

Based on Geography, the Global Programmatic Ad Spending Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. North America substantially dominates the global programmatic ad spending market driven by the advanced digital infrastructure and high internet penetration. North America's well-developed digital infrastructure and high internet penetration rate contribute significantly to its dominance in programmatic advertising. According to the International Telecommunication Union (ITU), as of 2021, 93.9% of individuals in North America used the internet. A 2022 report by Speedtest.net showed that the United States ranked 8th globally in mobile internet speeds and 13th in fixed broadband speeds.

Key Players

The "Global Programmatic Ad Spending Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Simpli. fi, Adobe, Inc., Oracle Corporation, RTL Group, SmartyAds, DIGILANT, Telaria, Inc., War Room Holdings, Inc., and Tencent.

  • This section offers in-depth analysis through a company overview, position analysis, the regional and industrial footprint of the company, and the ACE matrix for insightful competitive analysis. The section also provides an exhaustive analysis of the financial performances of mentioned players in the given market.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Global Programmatic Ad Spending Market Key Developments

  • In December 2024, alkimi.org, a decentralized ad exchange provider, announced the launch of mainnet, a blockchain-based programmatic advertising network. The mainnet improves performance, provides comprehensive transparency, and increases efficiency in the digital advertising ecosystem.
  • In June 2024, MediaMath announced a strategic alliance with Waev Data. This alliance intends to increase the scalability of seller-defined audiences, offering advertisers the ability now target more effectively.

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL PROGRAMMATIC AD SPENDING MARKET

  • 1.1 Overview of the Market
  • 1.2 Scope of Report
  • 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

  • 3.1 Data Mining
  • 3.2 Validation
  • 3.3 Primary Interviews
  • 3.4 List of Data Sources

4 GLOBAL PROGRAMMATIC AD SPENDING MARKET OUTLOOK

  • 4.1 Overview
  • 4.2 Market Dynamics
    • 4.2.1 Drivers
    • 4.2.2 Restraints
    • 4.2.3 Opportunities
  • 4.3 Porters Five Force Model
  • 4.4 Value Chain Analysis

5 GLOBAL PROGRAMMATIC AD SPENDING MARKET, BY DISPLAY

  • 5.1 Overview
  • 5.2 Desktop
  • 5.3 Mobile

6. PROGRAMMATIC AD SPENDING MARKET, BY AUCTION

  • 6.1 Overview
  • 6.2 Real-Time Bidding
  • 6.3 Private Marketplace
  • 6.4 Preferred Deals
  • 6.5 Programmatic Direct

7 PROGRAMMATIC AD SPENDING MARKET, BY END-USER

  • 7.1 Overview
  • 7.2 Media & Entertainment
  • 7.3 Education
  • 7.4 Banking, Financial Services and Insurance (BFSI)
  • 7.5 Telecom & Consumer
  • 7.6 Retail & Communication

7 GLOBAL PROGRAMMATIC AD SPENDING MARKET, BY GEOGRAPHY

  • 7.1 Overview
  • 7.2 North America
    • 7.2.1 U.S.
    • 7.2.3 Canada
    • 7.2.4 Mexico
  • 7.3 Europe
    • 7.3.1Germany
    • 7.3.2 U.K.
    • 7.3.3France
    • 7.3.4Rest of Europe
  • 7.4 Asia Pacific
    • 7.4.1China
    • 7.4.2Japan
    • 7.4.3India
    • 7.4.4Rest of Asia Pacific
  • 7.5 Rest of the World
    • 7.5.1Latin America
    • 7.5.2Middle East and Africa

8 GLOBAL PROGRAMMATIC AD SPENDING MARKET COMPETITIVE LANDSCAPE

  • 8.1 Overview
  • 8.2 Company Market Ranking
  • 8.3 Key Development Strategies

9 COMPANY PROFILES

  • 9.1 Simpli.fi
    • 9.1.1 Overview
    • 9.1.2 Financial Performance
    • 9.1.3 Product Outlook
    • 9.1.4 Key Developments
  • 9.2 Adobe Inc.
    • 9.2.1 Overview
    • 9.2.2 Financial Performance
    • 9.2.3 Product Outlook
    • 9.2.4 Key Developments
  • 9.3 Oracle Corporation
    • 9.3.1 Overview
    • 9.3.2 Financial Performance
    • 9.3.3 Product Outlook
    • 9.3.4 Key Developments
  • 9.4 RTL Group
    • 9.4.1 Overview
    • 9.4.2 Financial Performance
    • 9.4.3 Product Outlook
    • 9.4.4 Key Developments
  • 9.5 Telaria
    • 9.5.1 Overview
    • 9.5.2 Financial Performance
    • 9.5.3 Product Outlook
    • 9.5.4 Key Developments
  • 9.6 War Room Holdings, Inc.
    • 9.6.1 Overview
    • 9.6.2 Financial Performance
    • 9.6.3 Product Outlook
    • 9.6.4 Key Developments
  • 9.7 Oracle Corporation
    • 9.7.1 Overview
    • 9.7.2 Financial Performance
    • 9.7.3 Product Outlook
    • 9.7.4 Key Developments
  • 9.8 DIGILANT
    • 9.8.1 Overview
    • 9.8.2 Financial Performance
    • 9.8.3 Product Outlook
    • 9.8.4 Key Developments

10 KEY DEVELOPMENTS

  • 10.1 Product Launches/Developments
  • 10.2 Mergers and Acquisitions
  • 10.3 Business Expansions
  • 10.4 Partnerships and Collaborations

11 Appendix

  • 11.1 Related Research