Programmatic advertising is the buying and selling of digital advertising space through automated systems. This process eliminates the need for manual negotiations between publishers and advertisers and allows for more efficient and targeted ad campaigns.
The programmatic advertising industry is growing rapidly, driven by the increasing popularity of digital media and the growing demand for more targeted advertising. In 2022, the global programmatic advertising market was worth an estimated $56.28 billion and is projected to reach $138.25 billion by 2030.
Key Companies in the Programmatic Advertising Market
The programmatic advertising industry is dominated by a few large players, including:
- Amazon
- The Trade Desk
- Adobe
- MediaMath
- Criteo
- Verizon Media
- Xandr
- Amobee
- PubMatic
These companies offer a wide range of programmatic advertising solutions, including ad exchanges, DSPs, and SSPs.
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Market Segmentation
The programmatic advertising market can be segmented by:
- Transaction mode: Real-time bidding (RTB) and non-RTB
- Ad format: Display, video, native, and social
- Enterprise size: Small and medium-sized businesses (SMBs) and large enterprises
- Industry: Retail, healthcare, finance, telecommunications, and media and entertainment
Top Impacting Factors
The growth of the programmatic advertising market is being driven by a number of factors, including:
- The increasing popularity of digital media
- The growing demand for more targeted advertising
- The rise of programmatic buying platforms
- The availability of data and analytics
- The increasing adoption of mobile devices
Regional Insights
The global programmatic advertising market is dominated by North America, which accounted for a share of over 40% in 2022. Europe and Asia-Pacific are also growing rapidly, and are expected to account for a combined share of over 40% of the market by 2028.
Industry Latest News
- In January 2023, Google announced that it would be shutting down its DoubleClick Ad Exchange. This move is expected to consolidate the programmatic advertising market and give more power to the major players.
- In February 2023, Amazon announced that it would be expanding its programmatic advertising business. The company plans to invest heavily in new technologies and solutions, and is targeting a market share of 20% by 2025.
- In March 2023, Facebook announced that it would be launching a new programmatic advertising platform called Audience Network. The platform will allow advertisers to reach users across Facebook, Instagram, and other apps.
