プログラマティック広告向けデマンドサイドプラットフォーム（DSP）の世界市場規模：タイプ別、展開形態別、用途別、地域範囲別、予測

プログラマティック広告向けデマンドサイドプラットフォーム（DSP）の市場規模と予測

プログラマティック広告向けデマンドサイドプラットフォーム（DSP）の市場規模は、2024年に155億米ドルと評価され、2026～2032年のCAGRは19.5%で成長し、2032年には644億6,000万米ドルに達すると予測されます。

デマンドサイドプラットフォーム（DSP）は、広告主が単一のインターフェースを使用して多数の広告取引所から広告在庫を購入することを可能にする技術ソリューションであり、したがって、プログラマティック広告を可能にします。DSPは広告購入プロセスを自動化し、広告主がデモグラフィック、オンライン行動、ロケーションに基づいて特定のオーディエンスを対象にできるようにします。これらのプラットフォームは、広告枠の購入にリアルタイム入札（RTB）を使用し、広告主はコスト効率と効果のためにキャンペーンを最適化することができます。DSPは、ディスプレイ広告、動画広告、モバイル広告など、さまざまな形態で広く活用されており、マーケティング担当者は多数のチャネルで対象とする視聴者に容易にリーチすることができます。

プログラマティック広告におけるDSPは、AIと機械学習の進歩により、有望な開発と考えられます。これらの技術は、DSPのオーディエンス・ターゲティングとデータ処理の能力を向上させ、よりパーソナライズされた広告体験をもたらすと考えられます。

プライバシーとデータ保護の重視の高まりは、DSPの成長に影響を与え、より透明で倫理的な広告手法をもたらす可能性が高いです。プログラマティック広告のエコシステムが成長するにつれ、DSPはブロックチェーンなどの新技術と連携し、広告の透明性を向上させ、不正を防止することが期待されます。

世界のプログラマティック広告向けデマンドサイドプラットフォーム（DSP）市場力学

世界のプログラマティック広告向けデマンドサイドプラットフォーム（DSP）市場を形成している主要市場力学は以下の通りです。

主要市場促進要因

デジタル広告費の増加：デジタル広告費の増加：デジタル広告費の増加は、デマンドサイドプラットフォーム（DSP）市場の主要促進要因です。eMarketerによると、世界のデジタル広告費は2022年に前年比15.6%増の6,022億5,000万米ドルに達し、2025年には7,000億米ドルに近づくと予想されています。この成長の主要因は、広告主が従来型メディアからデジタルプラットフォームへシフトしていること、データ分析によるターゲティング広告の効果が高まっていること、複数のデバイスでデジタルコンテンツが消費されるようになっていることで、広告キャンペーンを最適化し、投資収益率を最大化するDSPのような先進的ツールの必要性が浮き彫りになっています。

モバイル広告へのシフト：インタラクティブ広告協会（IAB）によると、米国のモバイル広告売上は2023年までに1,347億米ドルに達し、デジタル広告収入全体の70％を占めると予想されています。この動向は、消費者がスマートフォンやタブレット端末で情報に接する機会が増え、モバイル端末の利用が増加していることが背景にあります。マーケティング担当者がこのモバイル人口を活用しようとする中、複数のモバイルプラットフォームで広告のターゲティングと配信を成功させるDSPへの需要が高まっており、企業は潜在顧客にリアルタイムでリーチし、広告戦略全体を改善することができます。

プログラマティック広告の採用拡大：Pubmaticによると、プログラマティック広告の採用拡大がDSP市場を牽引しており、世界のプログラマティック広告費は2024年に1,880億米ドルに達し、デジタルディスプレイ広告費全体の76%を占めると予想されています。この急成長の背景には、広告購入の効率化を求める声や、プログラマティック広告が提供するターゲティング機能の拡大があります。自動化とデータ駆動型戦術による広告活動の最適化のメリットを理解する企業が増えるにつれ、DSPはプログラマティック広告の複雑さを乗り切るための重要なツールとして台頭し、最終的に普及と開発を後押ししています。

主要課題

データプライバシー規制：GDPRやCCPAのようなデータプライバシー法が強化されるにつれ、デマンドサイドプラットフォーム（DSP）は、対象広告のためのユーザーデータの取得と使用において新たなハードルに直面しています。コンプライアンスを遵守するためには、技術やオペレーションへの大規模な投資が必要となり、リソースを圧迫する可能性があります。これらのルールは、データの利用可能性を制限し、オーディエンス・ターゲティングの有効性を低下させ、最適化されない広告キャンペーンをもたらす可能性があります。

広告詐欺：クリック詐欺とインプレッション詐欺は、プログラマティック広告の成功にとって大きな脅威です。不正行為は、無駄な広告費と誤解を招くパフォーマンスデータをもたらし、広告主の信頼を低下させます。これは広告主のROIを低下させるだけでなく、DSPやプログラマティックエコシステム全体の評判を落とし、広告主が出費をためらう原因となります。

経済の不確実性：景気変動は広告予算や支出習慣に影響を与え、DSPが需要を予測し、安定した成長を維持することを困難にします。景気後退期には、広告主は特にデジタル広告のような裁量的なセグメントでの広告支出を減らす可能性があります。このような不確実性がDSPの成長を阻害し、DSPは変化する市場環境を適切に管理するためにビジネスモデルや戦略の適応を余儀なくされます。

主要動向

オムニチャネル広告：広告主は、デスクトップ、モバイル、連動型テレビなど、複数のプラットフォームにまたがって顧客にリーチするオムニチャネル戦術をますます利用するようになっています。この動向は、多数の広告フォーマットやチャネルをスムーズに統合できるDSPの構築を後押しし、キャンペーン管理への統一的なアプローチをもたらしています。企業が一貫したユーザーエクスペリエンスを追求するにつれ、オムニチャネルDSPソリューションの需要は高まり、プログラマティック広告を成功させるために不可欠なものとなっています。

動画広告の拡大：ソーシャルメディアやストリーミングサービスなどのプラットフォームで、消費者が動画コンテンツに接する機会が増えているため、動画広告はプログラマティック広告の顕著なフォーマットとなりつつあります。DSPは動画広告のプレースメントを扱えるように進化しており、広告主は対象とするオーディエンスにより効果的にリーチできます。動画が消費者の行動に与える影響を企業が把握するにつれ、強力な動画機能を備えたDSPへの需要が高まり、市場の成長を牽引しています。

ブランドの安全性の重視：マーケティング担当者は、不適切な材料と一緒に広告が表示されることへの懸念を強めており、ブランドの安全性が優先されています。DSPは、広告が適切な場所に表示されるよう、強力な安全手順と技術を採用して対応しています。企業が評判を維持しようとするにつれ、ブランドセーフティ機能を向上させたDSPへの需要が高まり、市場のイノベーションを促進しています。

目次

第1章 イントロダクション

• 市場の定義
• 市場セグメンテーション
• 調査手法

第2章 エグゼクティブサマリー

• 主要調査結果
• 市場概要
• 市場ハイライト

第3章 市場概要

• 市場規模と成長の可能性
• 市場動向
• 市場促進要因
• 市場抑制要因
• 市場機会
• ポーターのファイブフォース分析

第4章 プログラマティック広告向けデマンドサイドプラットフォーム（DSP）市場：タイプ別

• セルフサーブ型DSP
• マネージドDSP

第5章 プログラマティック広告向けデマンドサイドプラットフォーム（DSP）市場：展開形態別

• クラウドベース
• オンプレミス

第6章 プログラマティック広告向けデマンドサイドプラットフォーム（DSP）市場：用途別

• ディスプレイ
• モバイル
• ビデオ
• ネイティブ

第7章 地域別分析

• 北米
• 米国
• カナダ
• メキシコ
• 欧州
• 英国
• ドイツ
• フランス
• イタリア
• アジア太平洋
• 中国
• 日本
• インド
• オーストラリア
• ラテンアメリカ
• ブラジル
• アルゼンチン
• チリ
• 中東・アフリカ
• 南アフリカ
• サウジアラビア
• アラブ首長国連邦

第8章 市場力学

• 市場促進要因
• 市場抑制要因
• 市場機会
• COVID-19の市場への影響

第9章 競合情勢

• 主要企業
• 市場シェア分析

第10章 企業プロファイル

• The Trade Desk
• Google
• Amazon
• Criteo
• Xandr
• MediaMath
• Rubicon Project
• AppLovin
• Magnite
• Yieldmo

第11章 市場展望と機会

• 新興技術
• 今後の市場動向
• 投資機会

第12章 付録

• 略語リスト
• 供給源と参考文献

Demand Side Platforms (DSP) For Programmatic Advertising Market Size And Forecast

Demand Side Platforms (DSP) For Programmatic Advertising Market size was valued at USD 15.5 Billion in 2024 and is projected to reach USD 64.46 Billion by 2032, growing at a CAGR of 19.5% from 2026 to 2032.

Demand Side Platforms (DSPs) are technology solutions that enable advertisers to purchase ad inventory from numerous ad exchanges using a single interface, hence allowing programmatic advertising. DSPs automate the ad buying process, allowing advertisers to target specific audiences based on demographics, online behavior, and location. These platforms use real-time bidding (RTB) to buy ad space, allowing advertisers to optimize their campaigns for cost efficiency and effectiveness. DSPs are widely utilized in a variety of forms, such as display advertisements, video ads, and mobile ads, allowing marketers to reach their target audience across numerous channels effortlessly.

DSPs in programmatic advertising appear to be a promising development, thanks to advances in AI and machine learning. These technologies will improve DSPs' capacity for audience targeting and data processing, resulting in more personalized advertising experiences.

The increased emphasis on privacy and data protection is likely to affect the growth of DSPs, resulting in more transparent and ethical advertising methods. As the programmatic advertising ecosystem grows, DSPs are expected to connect with new technologies like blockchain to improve ad transparency and prevent fraud.

Global Demand Side Platforms (DSP) For Programmatic Advertising Market Dynamics

The key market dynamics that are shaping the global demand-side platforms (DSP) for programmatic advertising market include:

Key Market Drivers:

Increasing Digital Ad Spend: The rise in digital advertising expenditure is a major driver of the Demand Side Platform (DSP) market. According to eMarketer, global digital ad expenditure will reach USD 602.25 Billion in 2022, up 15.6% from the previous year, and is expected to approach USD 700 Billion by 2025. This growth is primarily driven by advertisers' shift from traditional media to digital platforms, the increasing effectiveness of targeted advertising via data analytics, and the rising consumption of digital content across multiple devices, all of which highlight the need for sophisticated tools such as DSPs to optimize ad campaigns and maximize return on investment.

Shift Towards Mobile Advertising: The transition to mobile advertising is having a big impact on the DSP, with mobile ad sales in the United States expected to reach USD 134.7 Billion by 2023, accounting for 70% of total digital ad revenue, according to the Interactive Advertising Bureau (IAB). This trend is being driven by the increased usage of mobile devices, with consumers increasingly engaging with information on smartphones and tablets. As marketers look to capitalize on this mobile population, there is an increasing demand for DSPs that can successfully target and distribute ads across several mobile platforms, allowing firms to reach potential customers in real-time and improve their entire advertising strategies.

Growing Adoption of Programmatic Advertising: The increased adoption of programmatic advertising is driving the DSP market, with global programmatic ad spending expected to reach USD 188 Billion in 2024, accounting for 76% of total digital display ad expenditure, according to Pubmatic. This spike is being driven by the desire for improved ad buying efficiency as well as the expanded targeting capabilities that programmatic advertising provides, which allow advertisers to reach specific audiences in real-time. As businesses increasingly grasp the benefits of automation and data-driven tactics for optimizing their advertising efforts, DSPs have emerged as critical tools for navigating the complexity of programmatic buying, ultimately driving wider adoption and market development.

Key Challenges:

Data Privacy Regulations: As data privacy laws such as GDPR and CCPA tighten, Demand Side Platforms (DSPs) confront new hurdles in acquiring and using user data for targeted advertising. Compliance necessitates large investments in technology and operations, which can strain resources. These rules may limit data availability, lowering the efficacy of audience targeting and resulting in less optimized advertising campaigns.

Ad Fraud: Click fraud and impression fraud are major threats to the success of programmatic advertising. Fraudulent activity can result in wasted ad spending and misleading performance data, diminishing advertiser confidence. This not only reduces ROI for advertisers but also tarnishes the reputation of DSPs and the whole programmatic ecosystem, causing advertisers to be hesitant to spend money.

Economic Uncertainty: Economic fluctuations can have an impact on advertising budgets and spending habits, making it difficult for DSPs to forecast demand and maintain consistent growth. During economic downturns, advertisers may reduce ad spend, especially in discretionary areas such as digital advertising. This uncertainty can stymie DSPs' growth and force them to adapt their business models and strategies to properly manage shifting market conditions.

Key Trends:

Omnichannel Advertising: Advertisers are increasingly using omnichannel tactics to reach customers across several platforms, such as desktop, mobile, and linked TV. This trend is pushing the creation of DSPs that can smoothly integrate numerous ad formats and channels, resulting in a more unified approach to campaign management. As organizations strive for a consistent user experience, the demand for omnichannel DSP solutions grows, making them critical for successful programmatic advertising.

Expansion of Video Advertising: Video advertising is becoming a prominent format in programmatic advertising, owing to increased consumer interaction with video content on platforms such as social media and streaming services. DSPs are evolving to handle video ad placements, allowing advertisers to reach their target audiences more effectively. As organizations grasp the effect of video on consumer behavior, demand for DSPs with strong video capabilities is increasing, driving market growth.

Emphasis on Brand Safety: As marketers become increasingly concerned about ad placements appearing alongside inappropriate material, brand safety has taken priority. DSPs are responding by adopting strong safety procedures and technologies to ensure that ads are presented in appropriate locations. As businesses attempt to preserve their reputations, there is an increase in demand for DSPs with improved brand safety capabilities, which drives market innovation.

Global Demand Side Platforms (DSP) For Programmatic Advertising Market Regional Analysis

Here is a more detailed regional analysis of the global Demand Side Platforms (DSP) For Programmatic Advertising Market:

North America:

North America has long been the dominant market in the Demand Side Platforms (DSP) market for programmatic advertising, thanks to its powerful digital ecosystem and the presence of major internet companies like Google, Meta (previously Facebook), and Amazon. The region's mature industry encourages fierce rivalry among DSP providers, encouraging innovation and competitive pricing methods. With advanced digital infrastructure and high technology adoption rates, North America provides an ideal environment for the growth of programmatic advertising, as evidenced by a projected increase in programmatic digital display ad spending in the U.S. to USD 123.22 Billion in 2024, accounting for 91.1% of total digital display ad expenditure.

This domination is further supported by compelling data, such as programmatic advertising accounting for 89% of all digital display advertising in the United States, up from 85% the year before, according to the IAB and PwC's Internet Advertising Revenue Report for 2023. According to a poll conducted by Advertiser Perceptions, 72% of North American marketers intend to raise their programmatic ad spending, with a significant percentage forecasting budget increase above 25%. Even in Canada, the programmatic advertising business is growing, with spending predicted to reach CAD 3.5 billion in 2024, a 15% increase over the previous year. These patterns point to a rising reliance on advanced DSP solutions by North American marketers and agencies.

Asia Pacific:

The Asia-Pacific region is emerging as the fastest-growing market for demand side platforms (DSP) in the programmatic advertising sector, owing to a large and growing population, rising internet penetration rates, and an increase in digital advertising spending. Countries like as China and India are witnessing extraordinary digital revolutions, resulting in increased demand for sophisticated digital marketing services, notably programmatic advertising solutions. According to eMarketer's 2023 research, programmatic ad spending in Asia-Pacific is expected to reach USD 95.07 Billion by 2024, representing for an impressive 31.5% of global programmatic ad expenditure, indicating the region's rapid adoption of this technology.

Statistical evidence supports the DSP market's significant expansion in Asia-Pacific. The Internet and Mobile Association of India (IAMAI) estimated a 37% year-over-year rise in programmatic advertising in India. Spending reached over USD 1.25 Billion in 2023 and is predicted to hit ₹14,000 crore (nearly USD 1.7 Billion) by 2025. In China, the region's largest digital advertising market, internet penetration reached 74.1% as of December 2023, driving the need for effective advertising technology such as DSPs. According to an Interactive Advertising Bureau (IAB) report, 68% of marketers in Southeast Asia and India intend to boost their programmatic expenditure, with 41% predicting budget increases of more than 30%. The increased acknowledgment of DSPs as essential tools for navigating the complicated digital landscape is driving investment and innovation in programmatic advertising throughout the region.

Global Demand Side Platforms (DSP) For Programmatic Advertising Market: Segmentation Analysis

The Global Demand Side Platforms (DSP) For Programmatic Advertising Market is Segmented on the basis of Type, Deployment Mode, Application, And Geography.

Demand Side Platforms (DSP) For Programmatic Advertising Market, By Type

• Self-serve DSP
• Managed DSP

Based on Type, the market is fragmented into Self-serve DSP and Managed DSP. Managed DSPs currently dominate due to their complete service offerings, which cater to advertisers who prefer a hands-off approach to programmatic advertising. Larger brands and agencies are particularly drawn to managed DSPs as they offer expert counsel, extensive analytics, and tailored campaign management. Self-serve DSPs are the fastest-growing segment, allowing smaller advertisers and organizations to gain control of their programmatic advertising efforts through user-friendly interfaces and cost-effective solutions.

Demand Side Platforms (DSP) For Programmatic Advertising Market, By Deployment Mode

• Cloud-based
• On-premises

Based on Deployment Mode, the market is segmented into Cloud-based and On-premises. Cloud-based DSPs are currently the dominant segment due to their scalability, flexibility, and ease of integration, allowing marketers to manage campaigns more efficiently without requiring significant infrastructure investments. The flexibility to access advanced features and analytics from anywhere makes them more appealing to a diverse variety of users. The on-premises DSP category is expanding the fastest, as some businesses prefer this approach for improved data protection, control, and compliance with stringent requirements.

Demand Side Platforms (DSP) For Programmatic Advertising Market, By Application

• Display
• Mobile
• Video
• Native

Based on Application, the market is segmented into Display, Mobile, Video, and Native. The mobile segment is currently dominant due to extensive use of mobile devices and a rising movement of advertising dollars to mobile platforms. Mobile ad expenditure accounts for a major amount of total digital advertising revenue, thus marketers prioritize mobile-optimized campaigns. The Video segment is expanding at a rapid pace, owing to the growing popularity of video content across different mediums as well as increased online video consumption. As consumers become more engaged with video advertisements, marketers are spending extensively on video programmatic solutions to expand their reach and efficacy, making this category a key growth driver in the DSP market.

Key Players

The "Global Demand Side Platforms (DSP) For Programmatic Advertising Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are The Trade Desk, Google, Amazon, Criteo, Xandr, MediaMath, Rubicon Project, AppLovin, Magnite, and Yieldmo. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

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.

• Demand Side Platforms (DSP) For Programmatic Advertising Market Recent Developments
• In January 2023, the Trade Desk introduced Galileo, a unique mechanism for activating advertiser first-party data. The method is critical for securely storing their clients' sensitive data. Advertisers utilize this data to improve mobile and display purchases all over globe.
• In June 2022, Basis Technologies announced Data Canvas, a data visualization solution for automating advertising reporting. Data Canvas benefits organizations using the Basis media automation platform by reducing the number of human operations required to create and share client reports and dashboards.

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Demand Side Platforms (DSP) For Programmatic Advertising Market, By Type

• Self-serve DSP
• Managed DSP

5. Demand Side Platforms (DSP) For Programmatic Advertising Market, By Deployment Mode

• Cloud-based
• On-premises

6. Demand Side Platforms (DSP) For Programmatic Advertising Market, By Application

• Display
• Mobile
• Video
• Native

7. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

8. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

9. Competitive Landscape

• Key Players
• Market Share Analysis

10. Company Profiles

• The Trade Desk
• Google
• Amazon
• Criteo
• Xandr
• MediaMath
• Rubicon Project
• AppLovin
• Magnite
• Yieldmo

11. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

12. Appendix

• List of Abbreviations
• Sources and References