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

The North America Programmatic Advertisement Market is Segmented by Trading Platform (Real-Time Bidding, Private Marketplace Guaranteed, and More), Advertising Media (Mobile Display and More), Enterprise Size (SMBs, Large Enterprises) and End-User Industry (Retail and E-Commerce, Automotive and More) and Country. The Market Sizes and Forecasts are Provided in Terms of Value (USD).

North America Programmatic Advertisement Market Size and Share

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North America Programmatic Advertisement Market Analysis by Mordor Intelligence

The North America programmatic advertisement market size is estimated at USD 264.96 billion in 2025 and is on track to reach USD 397.88 billion by 2030, expanding at a 7.16% CAGR. Real-time data signals, artificial intelligence, and machine learning now guide automated bidding, turning programmatic from a cost-saving tool into a growth engine that maximizes revenue across screens.[1]Adobe For Business Team, “What Is Programmatic Advertising?,” Adobe, adobe.com Cookie deprecation has spurred a USD 150 billion wave of retail media networks that cultivate first-party data advantages. Connected TV is the fastest-growing medium, supported by identity solutions such as Unified ID 2.0 that help buyers measure households at scale. Real-time bidding (RTB) still leads with 58% of spend, while private marketplace (PMP) guaranteed deals expand briskly as advertisers seek brand-safe, premium inventory. Large enterprises secure 67.1% of regional spend, yet small and medium businesses (SMBs) show the fastest acceleration thanks to self-service interfaces that use AI to boost return on ad spend.

Key Report Takeaways

  • By trading platform, real-time bidding led with 58% of the North America programmatic advertisement market share in 2024; private marketplace guaranteed transactions are projected to grow at a 9.5% CAGR through 2030.
  • By advertising media, mobile display captured 46.3% revenue share in 2024, while connected TV is advancing at a 12.4% CAGR to 2030.
  • By enterprise size, large enterprises held 67.1% of the North America programmatic advertisement market size in 2024 and SMBs are expanding at an 8.9% CAGR through 2030.
  • By end-user industry, retail and e-commerce accounted for 24.4% share of the North America programmatic advertisement market size in 2024; healthcare and pharmaceuticals are growing at a 10.2% CAGR to 2030.

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.

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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.

North America Programmatic Advertisement Market: Market Share by Enterprise Size
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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.

Competitive Landscape

The market’s consolidation accelerated in 2024 with USD 14.8 billion worth of mergers, including Omnicom’s USD 13.3 billion acquisition of IPG and Mediaocean’s USD 500 million purchase of Innovid. These deals merge creative, data, and media activation into unified stacks that serve omnichannel strategies. Retail media networks and streaming platforms intensify competition by forging direct advertiser ties, pressuring traditional demand-side platforms to deepen data partnerships or risk share erosion.

Strategy now revolves around vertical integration. The Trade Desk’s Ventura aims to control the CTV stack from smart-TV operating system to demand-side execution, reducing intermediaries and improving transparency. [2]The Trade Desk, “The Trade Desk Announces Ventura,” thetradedesk.comTelecommunications entrants such as T-Mobile leverage location intelligence and 5G to expand into DOOH and advanced mobile, widening the field of rivals. [3] T-Mobile US, “T-Mobile to Acquire Vistar Media,” t-mobile.comTechnology differentiation centers on machine learning engines that process trillions of signals per day, enabling predictive optimization that trims waste and lifts outcomes across the North America programmatic advertisement market.

Emerging disruptors include retail giants offering off-site programmatic buys, independent CTV platforms consolidating niche streamers, and AI-first creative optimization firms. As privacy and transparency become non-negotiable, platforms that blend deterministic data, predictive modeling, and fraud mitigation will gain strategic advantage. Competitive intensity thus remains high even as ownership concentration increases, indicating a dynamic yet consolidating North America programmatic advertisement market.

North America Programmatic Advertisement Industry Leaders

  1. Alphabet Inc.

  2. The Trade Desk Inc.

  3. PubMatic Inc.

  4. Xandr (Microsoft Corp.)

  5. Amazon Advertising (Amazon .com Inc.)

  6. *Disclaimer: Major Players sorted in no particular order
PubMatic, MediaMath, Google Ad Manager, Adobe Advertisement Cloud, AdRoll.
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Recent Industry Developments

  • June 2025: The Trade Desk added Instacart and Ocado as first SKU-level retail data sellers for self-serve advertisers
  • June 2025: Disney integrated Amazon DSP into its Real-Time Ad Exchange, expanding combined audience and purchase data for programmatic CTV
  • May 2025: Roku acquired Frndly TV to secure additional CTV inventory and bolster programmatic monetization
  • March 2025: Adobe launched Experience Platform Agent Orchestrator that activates AI agents for marketing workflow automation

Table of Contents for North America Programmatic Advertisement Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Surging CTV Ad-Spend Led by U.S. Streaming Platforms
    • 4.2.2 Retail Media Networks First-party Data Advantage
    • 4.2.3 AI-Optimised Real-Time Bidding Enhancing ROAS for SMBs
    • 4.2.4 De-precation of Third-party Cookies Accelerating Adoption of PMPs
    • 4.2.5 5G Roll-out Boosting Mobile Video Impressions
  • 4.3 Market Restraints
    • 4.3.1 SPO (Supply-Path Optimisation) Fees Compressing Publisher Margins
    • 4.3.2 Fragmented CTV Identity Graphs Limiting Reach Extension
    • 4.3.3 Data-privacy Litigation Risk (CCPA and Qubec Bill-64)
    • 4.3.4 Ad-fraud Inflation in Open Exchanges
  • 4.4 Regulatory Outlook
  • 4.5 Technological Outlook
  • 4.6 Porter's Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitutes
    • 4.6.5 Intensity of Competitive Rivalry
  • 4.7 Industry Stakeholder Analysis

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Trading Platform
    • 5.1.1 Real-Time Bidding (RTB)
    • 5.1.2 Private Marketplace Guaranteed
    • 5.1.3 Automated Guaranteed
    • 5.1.4 Unreserved Fixed-Rate
  • 5.2 By Advertising Media
    • 5.2.1 Mobile Display
    • 5.2.2 Desktop Display
    • 5.2.3 Connected TV (CTV)
    • 5.2.4 Digital Audio
    • 5.2.5 Digital Out-of-Home (DOOH)
  • 5.3 By Enterprise Size
    • 5.3.1 Large Enterprises
    • 5.3.2 Small and Mid-sized Businesses (SMBs)
  • 5.4 By End-user Industry
    • 5.4.1 Retail and E-commerce
    • 5.4.2 Automotive
    • 5.4.3 BFSI
    • 5.4.4 Media and Entertainment
    • 5.4.5 Healthcare and Pharma
    • 5.4.6 Travel and Hospitality
  • 5.5 By Country
    • 5.5.1 United States
    • 5.5.2 Canada
    • 5.5.3 Mexico

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategic Developments
  • 6.2 Vendor Positioning Analysis
  • 6.3 Company Profiles (includes Market level overview, Core Segments, Financials as available, Strategic Information, Products and Services, and Recent Developments)
    • 6.3.1 Alphabet Inc. (Google Advertising)
    • 6.3.2 The Trade Desk Inc.
    • 6.3.3 Amazon Advertising (Amazon .com Inc.)
    • 6.3.4 Xandr (Microsoft Corp.)
    • 6.3.5 PubMatic Inc.
    • 6.3.6 Magnite Inc.
    • 6.3.7 MediaMath Inc.
    • 6.3.8 Adobe Advertising Cloud
    • 6.3.9 Roku OneView
    • 6.3.10 Index Exchange Inc.
    • 6.3.11 AdRoll (NextRoll Inc.)
    • 6.3.12 Amobee Inc.
    • 6.3.13 OpenX Technologies Inc.
    • 6.3.14 TripleLift Inc.
    • 6.3.15 Quantcast Corp.
    • 6.3.16 Verizon Media DSP (Yahoo)
    • 6.3.17 StackAdapt Inc.
    • 6.3.18 Centro (Basis Technologies)
    • 6.3.19 Viant Technology Inc.
    • 6.3.20 Criteo SA

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-space and Unmet-need Assessment
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North America Programmatic Advertisement Market Report Scope

The automated purchasing and selling of internet advertising is known as programmatic advertising. This automation streamlines the process and consolidates digital advertising activities into a single technological platform, making transactions more efficient and effective.

The North America 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, large Enterprises).

By Trading Platform Real-Time Bidding (RTB)
Private Marketplace Guaranteed
Automated Guaranteed
Unreserved Fixed-Rate
By Advertising Media Mobile Display
Desktop Display
Connected TV (CTV)
Digital Audio
Digital Out-of-Home (DOOH)
By Enterprise Size Large Enterprises
Small and Mid-sized Businesses (SMBs)
By End-user Industry Retail and E-commerce
Automotive
BFSI
Media and Entertainment
Healthcare and Pharma
Travel and Hospitality
By Country United States
Canada
Mexico
By Trading Platform
Real-Time Bidding (RTB)
Private Marketplace Guaranteed
Automated Guaranteed
Unreserved Fixed-Rate
By Advertising Media
Mobile Display
Desktop Display
Connected TV (CTV)
Digital Audio
Digital Out-of-Home (DOOH)
By Enterprise Size
Large Enterprises
Small and Mid-sized Businesses (SMBs)
By End-user Industry
Retail and E-commerce
Automotive
BFSI
Media and Entertainment
Healthcare and Pharma
Travel and Hospitality
By Country
United States
Canada
Mexico
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Key Questions Answered in the Report

What is driving growth in the North America programmatic advertisement market?

Advances in AI bidding, the rise of retail media first-party data, and surging CTV budgets are key forces pushing the market’s 7.16% CAGR.

How will cookie deprecation influence programmatic buying?

As third-party cookies disappear, advertisers are shifting spend into private marketplace deals that rely on publisher or retailer first-party data for targeting and measurement.

Which advertising medium is expanding the fastest?

Connected TV leads with a 12.4% CAGR as streaming platforms deepen programmatic infrastructure and identity solutions.

Why are small and medium businesses adopting programmatic now?

Self-service dashboards and AI optimisation reduce complexity and cost, enabling SMBs to achieve higher ROI without large internal trading teams.

Which industry vertical shows the highest forecast growth?

Healthcare and pharmaceuticals are forecast to grow at a 10.2% CAGR due to privacy-compliant targeting that supports telemedicine and direct-to-consumer drug marketing.

What challenges could restrain market expansion?

High supply-path optimisation fees, fragmented CTV identity graphs, and evolving privacy litigation in California and Quebec threaten to slow growth if left unresolved.

Page last updated on: July 11, 2025

North America Programmatic Advertisement Market Report Snapshots