Middle East and Africa Programmatic Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

Middle East and Africa 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), and By Enterprise size (SMBs and Large Enterprises).

MEA Programmatic Advertising Market Size

Middle East and Africa Programmatic Advertising Market
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Study Period 2018 - 2028
Base Year For Estimation 2022
Forecast Data Period 2023 - 2028
Historical Data Period 2018 - 2021
CAGR 7.89 %
Market Concentration Medium

Major Players


*Disclaimer: Major Players sorted in no particular order


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MEA Programmatic Advertising Market Analysis

The Middle East and Africa Programmatic Advertising Market is expected to grow at a CAGR of 7.89% over the forecast period (2022 - 2027). The Middle East and Africa have witnessed significant growth in the Programmatic advertising market as the region's advertisers reinvent the art of storytelling to create a memorable brand experience for their customers.

  • Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels market growth.
  • Programmatic guaranteed is one of the major drivers for the growth of programmatic advertisements in the region as it effectively replaces the manual execution processes involved in the premium inventory segment that is regularly used by brand campaigns. Major regional advertisers are expanding their Programmatic Guaranteed offerings to scale their advertising further and increase their performance.
  • Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. Also, with the implementation of new regulatory laws in the region, concern over personal data protection has increased, and companies have started taking aggressive approaches in content marketing.
  • Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in the Middle East and Afric region as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region.

MEA Programmatic Advertising Market Trends

This section covers the major market trends shaping the MEA Programmatic Advertising Market according to our research experts:

Increase in adoption of Digital Advertising

  • With the rising digitalization, publishers are utilizing a combination of data and technology to reach out to the right customer base at the right time. In recent times, programmatic advertisement publishers have access to buyers' data, which provides significant insights into the needs and campaign performances and enables optimization.
  • The increased adoption of digital advertising significantly impacted the media buyers as agencies are utilizing high-quality user data for creative planning to generate micro-targeted ads. The technology used in programmatic advertising amplifies brand campaigns.
  • Advertisers, media agencies, and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimize campaign performance using campaign data, gain insights and make decisions.
  • Tools such as audience discovery algorithms that find data attributes, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences are being utilized by the advertisers, which increases the market for tprogrammatic advertising.
Middle East and Africa Programmatic Advertisement Market

Mobile Programmatic Advertisements to Drive the Market Growth

  • Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
  • With the increase in mobile penetration in the region, mobile programmatic advertisement is expected to increase as mobiles provide various data signals which enable real-time ad serving with relevant content to the right user.
  • Mobile Programmatic Advertising provides precise targeting, allowing advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
  • The clients of programmatic advertisers in the region demand payments by results which include ROI and return on ad spending. Further, increasing customer engagement through mobile apps increases the demand for mobile programmatic advertisements in the region.
Middle East and Africa Programmatic Advertisement Market

MEA Programmatic Advertising Industry Overview

The Middle East and Africa Programmatic Advertising Market is moderately competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Tonic International, Mars Media Group, Exclusive Digital, Xaxis, etc. Some of the recent developments are:

  • August 2022 - Huawei Ads, the programmatic advertising platform of Huawei, launched two new monthly incentive programs for marketers in the Middle East and Africa region (MEA). These programs offer incentives such as allowing partners with an average traffic volume of over five million to enjoy an additional 10 percent of their monetization revenue from
    Huawei Ads until the end of 2023. The second initiative enables the top 10 percent of the high-performing partners to enjoy a 10 percent monetization revenue for their marketing strategies until 31 December 2022.
  • June 2022 - InMobi announced expanded its partnership with Microsoft Advertising to support enterprise and strategic advertisers in Middle East, and Africa. InMobile will offer marketers an integrated solution to power their campaigns built on the search and native display capabilities of Microsoft Advertising and mobile ad tech capability of InMobi's advertising platforms.

MEA Programmatic Advertising Market Leaders

  1. Tonic International

  2. Mars Media Group

  3. Executive Digital

  4. Boopin

  5. Xaxis

*Disclaimer: Major Players sorted in no particular order


MEA Programmatic Advertising Market News

  • July 2022 - StackAdapt, a self-serve programmatic advertising platform, launched an emerging channel of in-game inventory, adding a new element of non-intrusive, highly visible advertising to StackAdapt's robust multi-channel offering.
  • June 2022 - Lemma, a fast-growing DOOH platform, partnered with Continuum, a specialist media representation firm in ME. This partnership is aimed to onboard many upgraded & quantifiable DOOH avenues in the Middle East at an accelerated pace while also planning to scale programmatic demand within the region.

MEA Programmatic Advertising Market Report - 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 Stakeholder 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 Programmatic Advertising Market in Middle East and Africa


    1. 5.1 Market Drivers

      1. 5.1.1 Growth of Digital Media Advertisement

      2. 5.1.2 Better use of Data for Programmatic Advertising

    2. 5.2 Market Challenges

      1. 5.2.1 Lack of Skilled personel 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


    1. 7.1 Company Profiles

      1. 7.1.1 Tonic International

      2. 7.1.2 Mars Media Group

      3. 7.1.3 Executive Digital

      4. 7.1.4 Boopin

      5. 7.1.5 Xaxis

      6. 7.1.6 Google

      7. 7.1.7 Amazon

      8. 7.1.8 Gamned!

      9. 7.1.9 InMobi

    2. *List Not Exhaustive
  8. 8. Investment Analysis

  9. 9. Future Outlook of the Market

**Subject to Availability

MEA Programmatic Advertising Industry Segmentation

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 Middle East and Africa 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), and By Enterprise size (SMBs and Large Enterprises). The scope of the study tracks the impact 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

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MEA Programmatic Advertising Market Research FAQs

The Middle East and Africa Programmatic Advertising Market is projected to register a CAGR of 7.89% during the forecast period (2023-2028).

Tonic International, Mars Media Group, Executive Digital, Boopin and Xaxis are the major companies operating in the Middle East and Africa Programmatic Advertising Market.

Middle East and Africa Programmatic Advertising Industry Report

Statistics for the 2023 Middle East and Africa Programmatic Advertising market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Middle East and Africa Programmatic Advertising analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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