Global Programmatic Advertisement Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022-2027)

The Global Programmatic Advertisement Market is segmented By Trading Platform (Real Time Bidding, Private Marketplace Guaranteed, Automated Guaranteed and Unreserved Fixed-rate), By Advertising Media (Digital Display and Mobile Display), By Enterprise size (SMB's and Large Enterprises) and By Geography (North America, Europe, Asia Pacific, Latin America and Middle East & Africa).

Market Snapshot

Programmatic Advertisement Market Size
Study Period: 2020-2027
Base Year: 2021
Fastest Growing Market: Asia-Pacific
Largest Market: North America
CAGR: 10.75 %
Programmatic Advertisement Market Key Players

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Market Overview

Over the projected period, the Programmatic Advertisement Market is expected to grow at a CAGR of 10.75% (2022 - 2027). Huge technological advancements, as well as an increasing focus on more precise audience targeting and assessment, are propelling programmatic advertising forward.

  • Advertisers expect better performance and capabilities from the advertising technology they use. Content publishers and brand owners may utilise programmatic advertising to locate and apply the relevant messages to improve the value and effectiveness of a viewer's digital out-of-home advertising experience.
  • Before programmatic ad buying, ad agencies negotiated and offered digital ad slots, which media buyers subsequently purchased through a time-consuming and expensive procedure. By removing pointless steps from the process and giving some human responsibilities to robots, programmatic advertising improves the efficiency and cost-effectiveness of the ad purchasing system.
  • The automated purchasing, selling, and delivery of Digital Out-of-Home (DOOH) advertising space is referred to as programmatic DOOH. As with other internet advertising, programmatic DOOH automates the sale and distribution of ad material. Buyers can use programmatic transactions to create precise conditions that, if satisfied, will result in the purchase of a DOOH advertising slot.
  • Moreover, the use of automation and machine learning technology to purchase and show digital advertisements to segmented audiences in real-time is projected to climb drastically over the next three years, according to research conducted in 2021 from ALFI, an AI enterprise SaaS advertising platform.
  • Programmatic advertising provide various benefits, including real-time insights into the effectiveness of ad campaigns, enhanced targeting capabilities, increased transparency on ad inventory, improved budget usage, and effective ad fraud management, all of which helps to drive the market. On the other hand, a lack of understanding of programmatic advertising expenditure is expected to hamper industry growth during the projection period.
  • When the first wave of COVID-19 hit in March, according to an IAB analysis, brands cut spending by up to 30% overnight, with one in four suspending activity completely.  Many expected that the consequences will be far worse than the financial crisis of 2008.  As approached to the end of 2020, the majority of businesses have cut, or in some cases, ceased, their advertising expenditures.

Scope of the Report

Programmatic Advertising is the utilization of software to buy digital advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.

The Global Programmatic Advertisement Market is segmented By Trading Platform (Real Time Bidding, Private Marketplace Guaranteed, Automated Guaranteed and Unreserved Fixed-rate), By Advertising Media (Digital Display and Mobile Display), By Enterprise size (SMB's and Large Enterprises) and By Geography. The scope of the study tracks the imact of covid-19 on the studied market.

By Trading Platform
Real Time Bidding (RTB)
Private Marketplace Guaranteed
Automated Guaranteed
Unreserved Fixed-rate
By Advertising Media
Digital Display
Mobile Display
By Enterprise size
Large Enterprises
By Geography
North America
Latin America
Middle East & Africa

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Key Market Trends

Increased Penetration of Smart Phones Drives the Market

  • People are always multitasking, on the go, streaming media, watching Videos, utilizing applications, and surfing the web in today's mobile entertainment and content environment. This has generated a one-of-a-kind opportunity for Real-Time Bidding (RTB) mobile advertising and a sense of urgency.
  • Only advertisers with the correct targeting tools and abilities delivered advertising in the most focused way, resulting in greater sales, with bids fulfilled in milliseconds. Advertisers are using RTB to be present at the exact time when a potential client is ready to purchase a mobile, where immediate reigns supreme.
  • In January 2022, a United States-based Machine Learning company reported its strategy stating in the 2020s, mobile advertising will be one of the most effective ways for marketers to reach their target audiences.
  • Further added, however, because the market is worldwide and competition is fierce, advertisers must achieve the maximum possible return on ad expenditure to remain viable. As a result, the industry is increasingly relying on real-time bidding also known as mobile RTB to acquire and convert the most important segments.
  • As per GSMA Mobile Economy Report 2021, globally unique mobile subscribers account for 5.3 billion and 4.2 billion subscribed for mobile internet. Further, 75% smart phone connections were reported and the adoption of smartphones tend to grow which makes smartphones as target for programmatic advertisement firms.
Programmatic Advertisement Market Share

North America Holds Major Share

  • As per the Internet Advertising Revenue Report 2021, digital advertising in the United States grew at a rapid pace. The sector has been able to profit from the rebound of marketing budgets throughout the year (after a decrease in Q2 of 2020) as well as the flood of isolated consumers who relied on digital media as their primary connection throughout the epidemic.
  • Overall, digital ad revenue grew 35.4% year over year, the fastest rate of growth since 2006. As the digital market as a whole has grown, so have digital ad revenues. According to a report commissioned by IAB from Harvard Business School, the internet economy has risen seven times faster than the US economy over the last four years, accounting for 12% of US GDP.
  • Advertising expenditures committed to digital media are growing in sync with consumer time spent and attention on digital media channels, particularly across the digital video (including CTV/OTT), digital audio, social media, and search. Advertisers also looked for ways to reach out to consumers who, boosted by government stimulus packages and a recovering economy, upped their spending in 2021.
  • An other growth driver in 2021 was surely the emergence of new firms. According to the Census Bureau, the year 2021 had the biggest increase in business growth in history, with 5.4 million new enterprises being established. To recruit new clients and provide continued products and services, these businesses rely on the ad-supported internet.
Programmatic Advertisement Market Growth

Competitive Landscape

One of the most popular ways to execute ad campaigns is through programmatic advertising. However, the programmatic advertising industry is complicated, and programmatic advertising is enclosed in uncertainty. Marketers are still skeptical about programmatic advertising and the ecosystem that surrounds it.

  • March 2022- Hivestack, prominent independent programmatic digital out of home (DOOH) ad tech company, announced a strategic global partnership with MediaMath. Through this partnership, MediaMath’s Demand Side Platform (DSP) will be integrated into Hivestack’s Supply Side Platform (SSP), following OpenRTB standards, which will allow for MediaMath and its advertisers to access Hivestack’s premium global DOOH inventory through RTB transactions via open exchange.
  • May 2022 - PubMatic announced the launch of Connect, a comprehensive and fully integrated platform to enable media buyers to seamlessly connect with their target audiences across the open internet. The solution enables brands and media buyers to activate a portfolio approach to addressability to improve ad relevance while respecting consumer privacy, well ahead of the ecosystem's transition away from the third-party cookie.

Recent Development

  • March 2022 - PubMatic announced that it intends to make large-scale investments in its platform and engineering team to drive ongoing market share gains, as it opens a new engineering hub in Pune.
  • February 2022 - LiveRamp, the leading data connectivity platform, announced that Adobe Advertising Cloud now supports RampID across channels, including desktop display, desktop video, mobile web, mobile in-app, connected TV (CTV), native, and audio. As a result, advertisers can unlock people-based audience targeting, frequency capping, activation of first- and third-party data, delivery reporting, access to supply-side integrations and exposure logs, and measurement support through Adobe’s Advertising Solutions Group (ASG).

Table of Contents


    1. 1.1 Study Assumptions and Market Definitions

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Industry Value Chain Analysis

    3. 4.3 Industry Attractiveness-Porter's Five Force Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry

    4. 4.4 Impact of COVID-19 on the Global Programmatic Advertising Market


    1. 5.1 Market Drivers

      1. 5.1.1 Growth of Digital Media Advertisement

      2. 5.1.2 Increased Adoption of Artificial Intelligence and Machine Learning

    2. 5.2 Market Challenges

      1. 5.2.1 Lack of Skill in Programmatic Advertisement

  6. 6. Market Segmentation

    1. 6.1 By Trading Platform

      1. 6.1.1 Real Time Bidding (RTB)

      2. 6.1.2 Private Marketplace Guaranteed

      3. 6.1.3 Automated Guaranteed

      4. 6.1.4 Unreserved Fixed-rate

    2. 6.2 By Advertising Media

      1. 6.2.1 Digital Display

      2. 6.2.2 Mobile Display

    3. 6.3 By Enterprise size

      1. 6.3.1 SMB's

      2. 6.3.2 Large Enterprises

    4. 6.4 By Geography

      1. 6.4.1 North America

      2. 6.4.2 Europe

      3. 6.4.3 Asia-Pacific

      4. 6.4.4 Latin America

      5. 6.4.5 Middle East & Africa

  7. 7. Competitive Landscape

    1. 7.1 Key Vendor profiles

      1. 7.1.1 War Room Holdings, Inc

      2. 7.1.2 MediaMath

      3. 7.1.3 Digilant

      4. 7.1.4 Fyber N.V.

      5. 7.1.5 SmartyAds.

      6. 7.1.6 Choozle, Inc.

      7. 7.1.7 Zeta Global Corp.

      8. 7.1.8 Amazon

  8. 8. Investment Analysis

  9. 9. Future Outlook of the Market

**Subject to Availability

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Frequently Asked Questions

The Global Programmatic Advertisement Market market is studied from 2020 - 2027.

The Global Programmatic Advertisement Market is growing at a CAGR of 10.75% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

War Room Holdings, Inc, MediaMath, Digilant, Fyber N.V., SmartyAds are the major companies operating in Global Programmatic Advertisement Market.

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