North America Programmatic Advertisement Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

North America Programmatic Advertisement Market Trends and Insights

Surging CTV Ad-Spend Led by U.S. Streaming Platforms

Connected TV investment reached USD 21.45 billion in 2024 after a 16.2% jump tied to political campaigns and major sports broadcasts. Programmatic execution now accounts for 75% of CTV transactions as Disney, Roku, and Amazon expand real-time exchanges. Disney’s decision to open its exchange to Amazon DSP combines contextual and purchase data, improving performance metrics for cross-screen campaigns. Advertiser confidence is evident, with 95% planning to sustain or lift CTV budgets in 2025. The Trade Desk’s Ventura operating system aims to streamline the CTV supply chain, promising fewer intermediaries and better measurement

Retail Media Networks’ First-Party Data Advantage

Retail media has become the third-largest channel worldwide and is forecast to exceed USD 233.89 billion in 2027. Amazon holds 75% of U.S. retail media ad revenue, but Walmart Connect grew 60% in 2024 as buyers diversify. Their closed-loop attribution links ad exposure to purchase outcomes, a capability traditional programmatic exchanges cannot match in a cookieless. Walmart’s exploration of acquiring Vizio and its offsite push shows how retailers now compete head-on with demand-side platforms. The result is a structural rebalancing that pushes the North America programmatic advertisement market toward deeper data partnerships to defend share.

AI-Optimised Real-Time Bidding Enhancing ROAS for SMBs

AI-driven campaigns deliver 76% higher ROI and cut customer acquisition costs by 30% versus legacy tactics. The Trade Desk’s Kokai provides predictive clearing and KPI scoring at the bid level, simplifying decision-making for SMBs. PubMatic and GroupM deploy AI-generated cohort modeling that respects privacy without sacrificing scale MiQ’s Sigma ingests 700 trillion digital signals, illustrating how machine learning converts reactive auctions into predictive marketing systems. These improvements help SMBs tap advanced optimization once reserved for large advertisers, broadening the spending base within the North America programmatic advertisement market.

Deprecation of Third-Party Cookies Accelerating Adoption of PMPs

Google’s tests show revenue dropped 34% for Ad Manager without cookies, yet Privacy Sandbox APIs trimmed declines to 20% . Advertisers now rely on PMP deals that pair first-party data with direct publisher supply, boosting brand safety and measurement. The Trade Desk’s Deal Desk simplifies PMP execution, addressing the 90% failure rate of legacy Deal ID. Microsoft’s embrace of Privacy Sandbox APIs shows the industry prefers common standards over fragmented proprietary IDs. Elevated PMP pricing is offset by gains in verification, driving more spend into curated, high-quality exchanges inside the North America programmatic advertisement market.

SPO Fees Compressing Publisher Margins

Complex supply chains allow intermediaries to capture up to 98% of a bid, leaving premium publishers with only 2% of spend in extreme cases. Fee variability often fails to correlate with content quality, straining sustainability for niche publishers. Buyers concentrate demand through preferred paths, further reducing competition and widening fee spreads. As revenues shrink, publishers pivot to direct sales and PMPs, accelerating consolidation within the North America programmatic advertisement market. Smaller outlets risk displacement if infrastructure cost reductions do not keep pace with rising take rates.

Fragmented CTV Identity Graphs Limiting Reach Extension

Each major streaming platform maintains its own identity graph, preventing marketers from managing frequency across Samsung, Roku, Fire TV, and Google TV ecosystems. Reliance on household-level IP data leads to duplication and wasted impressions, undermining the premium paid for CTV inventory Advertisers aiming to complement linear TV cannot accurately measure incremental reach, reducing campaign efficiency. Industry guidelines released by the IAB seek to unify metrics, but inconsistent adoption stalls progress. Until cross-platform identity becomes routine, the North America programmatic advertisement market must tolerate elevated frequency capping errors in CTV budgets.

Segment Analysis

By Trading Platform: RTB Dominance Faces PMP Challenge

Real-time bidding contributed 58% of spend in 2024, underscoring its central role in the North America programmatic advertisement market. Private marketplace guaranteed deals are rising at 9.5% CAGR as brands seek verified, high-quality environments that mitigate fraud risk. The shift elevates data quality and viewability over pure cost efficiency, pressing open exchanges to refine inventory vetting. Automated guaranteed agreements serve advertisers that need both flexibility and certainty, while unreserved fixed-rate transactions give publishers predictable yields during auction volatility. This blend of models positions PMPs as the premium growth engine even as RTB retains unmatched scale for long-tail inventory.

The migration to PMPs stems from advertisers’ perception that brand safety, measurement, and transparency now outweigh bid-price savings. OpenX pioneered real-time guaranteed to fuse RTB speed with the certainty of guaranteed inventory. That hybrid design reflects a market need to reconcile efficiency with accountability. As a result, the North America programmatic advertisement market continues to perfect trading mechanics that combine scale, speed, and premium content stewardship.

Note: Segment shares of all individual segments available upon report purchase

By Advertising Media: Mobile Display Leadership Meets CTV Acceleration

Mobile display retained 46.3% share in 2024 because 5G coverage supports rich video and interactive formats that engage users on the go. Connected TV, while smaller, posts the fastest 12.4% CAGR thanks to programmatic infrastructure maturity across streaming platforms. Desktop display, digital audio, and digital out-of-home (DOOH) complement omnichannel plans by filling contextual gaps in home, commute, and public spaces. Programmatic video ad spend reached USD 19.93 billion, with 87.1% of mobile video already transacted through automated auctions. Integration of 5G and AI-driven creative makes immersive experiences viable, expanding the North America programmatic advertisement market into gaming and social ecosystems.

T-Mobile’s USD 600 million purchase of DOOH specialist Vistar Media confirms telecom giants’ ambitions in screen-agnostic advertising. The deal connects location data, 5G, and a network of 1.1 million screens, underscoring DOOH’s revival. As convergence proceeds, planners allocate budgets fluidly across mobile, CTV, and DOOH to maximize incremental reach and frequency. These trends cement the North America programmatic advertisement market as a fully omnichannel discipline.

By Enterprise Size: Large Enterprise Stability Enables SMB Innovation

Large companies delivered 67.1% of 2024 spend, underpinning infrastructure investments across the North America programmatic advertisement market. Their budgets fund data platforms, attribution models, and verification layers that set standards later adopted elsewhere. SMBs, though smaller, expand at 8.9% CAGR because self-service consoles and AI automation lower operational barriers. The Trade Desk’s integration of retail data from Instacart and Ocado equips smaller advertisers with product-level targeting once exclusive to enterprise partnerships.

PubMatic reports 25% higher eCPMs for publishers working with curated SMB demand, showing that emerging advertisers can deliver quality revenue. These dynamics foster a feedback loop where enterprise spend funds innovation that then benefits SMBs, broadening the North America programmatic advertisement market’s advertiser base and stabilizing growth.

By End-User Industry: Retail Leadership Drives Healthcare Expansion

Retail and e-commerce held 24.4% share in 2024 due to deterministic data that links ad exposure to sales, producing superior ROI metrics. Healthcare and pharmaceuticals lead growth at a 10.2% CAGR, benefiting from privacy-compliant measurement frameworks and the surge in telemedicine. Automotive, BFSI, media and entertainment, and travel round out demand by leveraging location targeting, privacy-safe modeling, and immersive formats. Pharmacy chains’ investment in on-site media hubs illustrates how healthcare overlaps with retail media, widening first-party data pools.

IAB notes that healthcare spend increases as direct-to-consumer pharma marketing seeks precision while meeting stringent consent rules. The confluence of regulatory rigor and data-driven targeting makes healthcare a proving ground for privacy-preserving innovation. Lessons learned here will echo across other verticals, enriching the North America programmatic advertisement market’s compliance toolset.

Geography Analysis

The United States commanded 82% of the North America programmatic advertisement market in 2024, supported by advanced infrastructure, early adoption, and a privacy framework that pairs innovation with accountability. High 5G penetration—projected to reach 90% of mobile subscriptions by 2029—enables sophisticated mobile and CTV executions. California’s Consumer Privacy Act, along with federal sandbox pilots, provides a laboratory for cookieless experimentation that shapes global standards.

Canada accounts for 9% of spending and enjoys tailwinds from regulatory alignment with U.S. privacy norms, vast broadband coverage, and publisher adoption of programmatic sales models. Quebec’s Law 25 initially created compliance hurdles but also accelerated contextual targeting innovations suited to bilingual audiences. Canadian platforms thus refine solutions for cultural nuance that later scale southward, enriching the North America programmatic advertisement market overall.

Mexico, while representing a smaller slice, shows high future potential as rising digital penetration and cross-border commerce drive advertisers to automated buying. Automotive, consumer goods, and tourism brands already use programmatic to address bilingual and bicultural audiences across the region. Continued infrastructure investment and regulatory modernization will position Mexico as the next high-growth node within the regional ecosystem.