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市場調查報告書

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1738609

全球程序化廣告支出市場規模（按競標、展示、最終用戶、區域範圍和預測）

Global Programmatic Ad Spending Market Size By Auction, By Display, By End-User, By Geographic Scope And Forecast

出版日期: 2025年05月12日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3個工作天內

價格

簡介目錄

程序化廣告支出市場規模及預測

預計 2024 年程序化廣告支出市場規模將達到 6,780 億美元，到 2032 年將達到 35,060 億美元，2026 年至 2032 年期間的複合年成長率為 23%。

程序化廣告使用人工智慧 (AI) 和即時競價(RTB) 來自動線上展示、社交媒體、行動和影片平台上購買和投放廣告。

近年來，數位廣告業務已拓展至傳統電視廣告。過去十年，隨著網路平台的普及以及平板電腦和行動裝置出貨量的激增，數位廣告業務顯著成長，促進了傳統行銷策略向數位轉型。

程序化廣告因其高效、可擴展且經濟高效的特點，越來越多的廣告主選擇採用程序化廣告宣傳。程序化廣告利用資料驅動的洞察，大規模定位相關受眾，是購買廣告資源並即時投放廣告的最快方式。

程序化廣告已成為品牌和產品接觸目標市場中大量、有吸引力的受眾並迅速將其轉化為潛在客戶的重要工具。

它已成為數位行銷的重要組成部分，因為它可以進行快速、有針對性的宣傳活動，幫助廣告商簡化工作並在當今快節奏的數位環境中提高投資收益(ROI)。

全球程式化廣告支出市場動態

影響全球程序化廣告支出市場的關鍵市場動態包括：

關鍵市場促進因素

轉向數位廣告：從傳統廣告到數位廣告的日益轉變是程式化廣告支出的主要驅動力，預計到 2021 年數位廣告支出將年增與前一年同期比較%，達到 4553 億美元。

行動程式化廣告的成長：行動裝置使用率的提高帶動了行動程式化廣告的顯著成長。根據 App Annie 的《2021 年行動市場狀況》報告，2020 年消費者平均每天在行動裝置上花費 4.2 小時，較 2019 年增加了 20%。

人工智慧與機器學習發表會人工智慧與機器學習技術與程式化廣告的融合，正透過提升精準定位與效率來推動市場成長。普華永道估計，到2032年，人工智慧將為全球經濟貢獻高達15.7兆美元，其中6.6兆美元將來自生產力提升。

主要問題

隱私權擔憂與資料監管：日益成長的隱私擔憂和日益嚴格的資料保護條例是程序化廣告市場的主要限制因素。歐華律師事務所 (DLA Piper) 報告稱，2020 年 GDPR 罰款達到 1.585 億歐元，較 2019 年成長 39%。

廣告詐騙和品牌安全問題持續對程序化廣告產業構成重大挑戰。 Cheq 和巴爾的摩大學在 2020 年發布的一份報告估計，2020 年全球廣告詐騙將對廣告商造成 350 億美元的損失。根據美國全國廣告主協會 (ANA) 的數據，2020 年僅有 40% 的數位廣告廣告曝光率可觀看。

程序化生態系統缺乏透明度：程序化廣告生態系統的複雜性和缺乏透明度可能會阻礙一些廣告商全面採用程序化技術。 Infectious Media 2020年的一項調查發現，79%的廣告主擔心程式化廣告缺乏透明度。

主要趨勢

轉向情境廣告：隨著第三方 Cookie 的逐步淘汰，情境廣告作為一種注重隱私的替代方案正日益受到青睞。 GumGum 2022 年的研究發現，與標準展示廣告相比，情境廣告可將購買意願提升 63%。

聯網電視(CTV) 和Over-the-Top(OTT) 程式化廣告的興起：串流媒體服務的普及正在推動連網電視和網路電視程式化廣告的成長。根據美國互動廣告局 (IAB) 的《2021 年影片廣告支出及 2022 年展望》報告，76% 的影片廣告買家認為連網電視是其媒體規劃中的「必選」選項。

更重視第一方資料策略：隨著第三方 Cookie 的減少，利用第一方資料進行程式化廣告的趨勢正在興起。根據 Twilio Segment 2022 年的報告，在第三方 Cookie 宣布終止後，42% 的公司增加了對第一方資料收集的投資。

Recently, it has expanded into traditional TV advertising as well. The widespread adoption of online platforms and the surge in tablet and mobile device shipments have significantly boosted digital advertising over the past decade, fueling the shift from traditional marketing strategies to digital approaches.

Advertisers increasingly rely on programmatic advertising to optimize their ad campaigns due to its efficiency, scalability, and cost-effectiveness. The process uses data-driven insights to target highly relevant audiences at scale, making it the fastest method to purchase ad inventory and get ads live in real time.

Programmatic advertising has become a key tool for brands and products to reach large, captive audiences in their target markets, quickly converting them into prospects.

Its ability to run short-duration, highly targeted campaigns has made it an essential component of digital marketing, allowing advertisers to streamline their efforts and enhance their return on investment (ROI) in today's fast-paced digital landscape.

Global Programmatic Ad Spending Market Dynamics

The key market dynamics that are shaping the global programmatic ad spending market include:

Key Market Drivers

Shift to Digital Advertising: The ongoing shift from traditional to digital advertising is a major driver for programmatic ad spending. In 2021, digital ad spending grew to USD 455.30 Billion, representing a 20.4% year-over-year increase.

Mobile Programmatic Advertising Growth: The increasing use of mobile devices has led to significant growth in mobile programmatic advertising. According to App Annie's State of Mobile 2021 report, consumers spent an average of 4.2 hours per day on their mobile devices in 2020, up 20% from 2019.

Adoption of Artificial Intelligence and Machine Learning: The integration of AI and machine learning technologies in programmatic advertising is driving market growth by improving targeting and efficiency. PwC estimated that AI could contribute up to USD 15.7 Trillion to the global economy by 2032, with USD 6.6 Trillion likely to come from increased productivity.

Key Challenges

Privacy Concerns and Data Regulation: Increasing privacy concerns and stricter data protection regulations are significant restraints on the programmatic advertising market. GDPR fines reached €158.5 million in 2020, a 39% increase from 2019, as reported by DLA Piper.

Ad Fraud and Brand Safety Issues: Ad fraud and concerns about brand safety continue to be major challenges for the programmatic advertising industry. A 2020 report by Cheq and the University of Baltimore estimated that ad fraud would cost advertisers USD 35 Billion globally in 2020. According to the Association of National Advertisers (ANA), only 40% of digital ad impressions were viewable in 2020.

Lack of Transparency in the Programmatic Ecosystem: The complexity and lack of transparency in the programmatic advertising ecosystem can deter some advertisers from fully embracing programmatic methods. A 2020 survey by Infectious Media found that 79% of advertisers were concerned about the lack of transparency in programmatic advertising.

Key Trends

Shift towards Contextual Advertising: With the phasing out of third-party cookies, there's a growing trend toward contextual advertising as a privacy-friendly alternative. A 2022 study by GumGum found that contextual advertising can increase purchase intent by 63% compared to standard display ads.

Rise of Connected TV (CTV) and Over-the-Top (OTT) Programmatic Advertising: The increasing adoption of streaming services is driving growth in CTV and OTT programmatic advertising. According to IAB's 2021 Video Ad Spend and 2022 Outlook report, 76% of video buyers considered CTV a 'must buy' in their media planning.

Increased Focus on First-Party Data Strategies: With the decline of third-party cookies, there's a growing trend toward leveraging first-party data for programmatic advertising. According to a 2022 report by Twilio Segment, 42% of companies increased their investment in first-party data collection after the announcement of third-party cookie deprecation.

Global Programmatic Ad Spending Market Regional Analysis

Here is a more detailed regional analysis of the global programmatic ad spending market:

North America

North America substantially dominates the global programmatic ad spending market as there is high demand for the advanced digital infrastructure and high internet penetration.

North America's well-developed digital infrastructure and high internet penetration rate contribute significantly to its dominance in programmatic advertising.

According to the International Telecommunication Union (ITU), as of 2021, 93.9% of individuals in North America used the internet.

A 2022 report by Speedtest.net showed that the United States ranked 8th globally in mobile internet speeds and 13th in fixed broadband speeds.

North America, particularly the United States, is home to many of the world's largest tech companies and ad platforms, driving innovation and adoption in programmatic advertising.

A 2021 study by PwC found that 73% of advertisers in North America were using or planning to use Amazon's demand-side platform (DSP) for programmatic buying.

North America leads in digital ad spending per capita, indicating a mature and lucrative market for programmatic advertising.

The IAB Internet Advertising Revenue Report showed that programmatic advertising accounted for 88.2% of all digital display ad spending in the US in 2021, up from 85.5% in 2020.

Asia Pacific

Asia Pacific is anticipated to witness the fastest growth in the global programmatic ad spending market during the forecast period owing to the rapid growth in internet and mobile users

The Asia Pacific region is experiencing a surge in internet and mobile users, creating a vast audience for digital advertising. The International Telecommunication Union (ITU) stated that internet penetration in Asia and the Pacific increased from 37.6% in 2015 to 54.9% in 2021, representing rapid growth.

The region is seeing a significant shift in advertising budgets towards digital channels, driving programmatic ad spending.

A report by Magna Global predicted that digital ad formats would account for 70% of total ad spend in Asia Pacific by 2024, up from 59% in 2020.

GroupM's This Year Next Year report forecasted that China's digital ad market alone would grow by 13.5% in 2022 to reach USD118.5 Billion.

The Asia Pacific region is quickly adopting advanced technologies like AI and machine learning in advertising, boosting programmatic capabilities.

According to IDC, spending on AI systems in Asia Pacific (excluding Japan) was expected to reach USD 32 Billion in 2025, growing at a CAGR of 25.2% from 2020 to 2025.

Global Programmatic Ad Spending Market: Segmentation Analysis

The Global Programmatic Ad Spending Market is segmented based on Auction, Display, End-User, And Geography.

Programmatic Ad Spending Market, By Auction

Real-Time Bidding
Private Marketplace
Preferred Deals
Programmatic Direct

Based on the Auction, the Global Programmatic Ad Spending Market is bifurcated into Real-Time Bidding, Private Marketplace, Preferred Deals, and Programmatic Direct. The real-time bidding segment dominates the global programmatic ad spending market due to its efficiency in targeting specific audiences in real time. RTB allows advertisers to bid on individual ad impressions as they become available, enabling precise and relevant targeting. This auction-based model offers flexibility, scalability, and optimized ad spending, making it a preferred choice for advertisers seeking to quickly adapt to changing market conditions and consumer behavior.

Programmatic Ad Spending Market, By Display

Desktop
Mobile

Based on the Display, the Global Programmatic Ad Spending Market is bifurcated into Desktop and Mobile. The mobile segment dominates the global programmatic ad spending market due to the widespread use of smartphones and tablets. Consumers spend significant time on mobile devices for activities like browsing, social media, video streaming, and online shopping, making these platforms key advertising channels. Advertisers have adopted mobile-first strategies to target users effectively, leveraging data such as location, app usage, and browsing behavior for personalized, highly targeted campaigns.

Programmatic Ad Spending Market, By End-User

Media & Entertainment
Education
Banking, Financial Services and Insurance (BFSI)
Telecom & Consumer
Retail & Communication

Based on the End-User, the Global Programmatic Ad Spending Market is bifurcated into Media & Entertainment, Education, BFSI, Telecom & Consumer, and Retail & Communication. The retail and consumer segment dominates the global programmatic ad pending market due to its heavy investment in targeting specific consumer demographics efficiently. By leveraging vast consumer data, retailers can deliver personalized ads that drive higher engagement and conversions. The rise of e-commerce and online shopping has further accelerated the adoption of programmatic advertising, solidifying the sector's leading position in capturing the growing digital shopper base.

Programmatic Ad Spending Market, By Geography

North America
Europe
Asia Pacific
Rest of the world

Based on Geography, the Global Programmatic Ad Spending Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. North America substantially dominates the global programmatic ad spending market driven by the advanced digital infrastructure and high internet penetration. North America's well-developed digital infrastructure and high internet penetration rate contribute significantly to its dominance in programmatic advertising. According to the International Telecommunication Union (ITU), as of 2021, 93.9% of individuals in North America used the internet. A 2022 report by Speedtest.net showed that the United States ranked 8th globally in mobile internet speeds and 13th in fixed broadband speeds.

Key Players

The "Global Programmatic Ad Spending Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Simpli. fi, Adobe, Inc., Oracle Corporation, RTL Group, SmartyAds, DIGILANT, Telaria, Inc., War Room Holdings, Inc., and Tencent.

This section offers in-depth analysis through a company overview, position analysis, the regional and industrial footprint of the company, and the ACE matrix for insightful competitive analysis. The section also provides an exhaustive analysis of the financial performances of mentioned players in the given market.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

Global Programmatic Ad Spending Market Key Developments

In December 2024, alkimi.org, a decentralized ad exchange provider, announced the launch of mainnet, a blockchain-based programmatic advertising network. The mainnet improves performance, provides comprehensive transparency, and increases efficiency in the digital advertising ecosystem.
In June 2024, MediaMath announced a strategic alliance with Waev Data. This alliance intends to increase the scalability of seller-defined audiences, offering advertisers the ability now target more effectively.

1 INTRODUCTION OF GLOBAL PROGRAMMATIC AD SPENDING MARKET

1.1 Overview of the Market
1.2 Scope of Report
1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources

4 GLOBAL PROGRAMMATIC AD SPENDING MARKET OUTLOOK

4.1 Overview
4.2 Market Dynamics
- 4.2.1 Drivers
- 4.2.2 Restraints
- 4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis

5 GLOBAL PROGRAMMATIC AD SPENDING MARKET, BY DISPLAY

5.1 Overview
5.2 Desktop
5.3 Mobile

6. PROGRAMMATIC AD SPENDING MARKET, BY AUCTION

6.1 Overview
6.2 Real-Time Bidding
6.3 Private Marketplace
6.4 Preferred Deals
6.5 Programmatic Direct

7 PROGRAMMATIC AD SPENDING MARKET, BY END-USER

7.1 Overview
7.2 Media & Entertainment
7.3 Education
7.4 Banking, Financial Services and Insurance (BFSI)
7.5 Telecom & Consumer
7.6 Retail & Communication

7 GLOBAL PROGRAMMATIC AD SPENDING MARKET, BY GEOGRAPHY

7.1 Overview
7.2 North America
- 7.2.1 U.S.
- 7.2.3 Canada
- 7.2.4 Mexico
7.3 Europe
- 7.3.1Germany
- 7.3.2 U.K.
- 7.3.3France
- 7.3.4Rest of Europe
7.4 Asia Pacific
- 7.4.1China
- 7.4.2Japan
- 7.4.3India
- 7.4.4Rest of Asia Pacific
7.5 Rest of the World
- 7.5.1Latin America
- 7.5.2Middle East and Africa

8 GLOBAL PROGRAMMATIC AD SPENDING MARKET COMPETITIVE LANDSCAPE

8.1 Overview
8.2 Company Market Ranking
8.3 Key Development Strategies

9 COMPANY PROFILES

9.1 Simpli.fi
- 9.1.1 Overview
- 9.1.2 Financial Performance
- 9.1.3 Product Outlook
- 9.1.4 Key Developments
9.2 Adobe Inc.
- 9.2.1 Overview
- 9.2.2 Financial Performance
- 9.2.3 Product Outlook
- 9.2.4 Key Developments
9.3 Oracle Corporation
- 9.3.1 Overview
- 9.3.2 Financial Performance
- 9.3.3 Product Outlook
- 9.3.4 Key Developments
9.4 RTL Group
- 9.4.1 Overview
- 9.4.2 Financial Performance
- 9.4.3 Product Outlook
- 9.4.4 Key Developments
9.5 Telaria
- 9.5.1 Overview
- 9.5.2 Financial Performance
- 9.5.3 Product Outlook
- 9.5.4 Key Developments
9.6 War Room Holdings, Inc.
- 9.6.1 Overview
- 9.6.2 Financial Performance
- 9.6.3 Product Outlook
- 9.6.4 Key Developments
9.7 Oracle Corporation
- 9.7.1 Overview
- 9.7.2 Financial Performance
- 9.7.3 Product Outlook
- 9.7.4 Key Developments
9.8 DIGILANT
- 9.8.1 Overview
- 9.8.2 Financial Performance
- 9.8.3 Product Outlook
- 9.8.4 Key Developments