プログラマティック広告支出の世界市場規模：オークション別、ディスプレイ別、エンドユーザー別、地域範囲別および予測

プログラマティック広告支出の市場規模と予測

プログラマティック広告支出市場規模は、2024年に6,780億米ドルと評価され、2026～2032年にかけてCAGR 23%で成長し、2032年には3兆5,060億米ドルに達すると予測されます。

プログラマティック広告は、人工知能（AI）とリアルタイム入札（RTB）を活用し、オンラインディスプレイ、ソーシャルメディア、モバイル、動画プラットフォームにおける広告の購入と配置を自動化します。

最近では、従来型テレビ広告にも拡大しています。オンラインプラットフォームの普及とタブレット端末やモバイル端末の出荷台数の急増は、過去10年間でデジタル広告を大幅に押し上げ、従来型マーケティング戦略からデジタルアプローチへのシフトを促進しました。

効率性、拡大性、費用対効果の高さから、広告キャンペーンを最適化するためにプログラマティック広告を利用する広告主が増えています。プログラマティック広告は、データドリブン・洞察を使って、関連性の高いオーディエンスを大規模にターゲティングするもので、広告在庫を購入し、リアルタイムで広告を配信するための最速の方法です。

プログラマティック広告は、ブランドや製品にとって、対象とする市場の大規模な、人を惹きつけるオーディエンスにリーチし、彼らを素早く見込み客に変えるための重要なツールとなっています。

短時間で対象を絞ったキャンペーンを実施できることから、デジタルマーケティングに欠かせない要素となっており、広告主は取り組みを効率化し、ペースの速い今日のデジタル環境で投資収益率（ROI）を高めることができます。

世界のプログラマティック広告支出市場力学

世界のプログラマティック広告支出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

デジタル広告へのシフト：従来型広告からデジタル広告への移行が進んでいることが、プログラマティック広告支出の主要な促進要因となっています。2021年のデジタル広告費は前年比20.4%増の4,553億米ドルに成長が見込まれています。

モバイルプログラマティック広告の成長：モバイルデバイスの利用が増えたことで、モバイルプログラマティック広告が大きく成長しています。App Annieの「State of Mobile 2021」レポートによると、2020年に消費者がモバイルデバイスに費やす時間は1日平均4.2時間で、2019～20%増加しました。

人工知能と機械学習を発表プログラマティック広告におけるAIと機械学習技術の統合は、ターゲティングと効率性を向上させることで市場の成長を促進しています。PwCは、AIが2032年までに世界経済に最大15兆7,000億米ドル貢献し、そのうち6兆6,000億米ドルは生産性の向上からもたらされると推定しています。

主要課題

プライバシーへの懸念とデータ規制：プライバシーへの懸念の高まりとデータ保護規制の強化は、プログラマティック広告市場の大きな抑制要因となっています。DLAパイパーの報告によると、GDPRの罰金は2020年に1億5,850万ユーロに達し、2019年から39%増加しました。

広告詐欺とブランドの安全性の問題広告詐欺とブランドの安全性に関する懸念は、プログラマティック広告産業にとって引き続き大きな課題となっています。Cheqとボルチモア大学による2020年のレポートでは、広告詐欺は2020年に全世界で350億米ドルの損失を広告主にもたらすと推定しています。全米広告主協会（ANA）によると、2020年にはデジタル広告のインプレッションのうち、閲覧可能なものはわずか40％にとどまるといいます。

プログラマティックエコシステムにおける透明性の欠如：プログラマティック広告エコシステムの複雑さと透明性の欠如は、一部の広告主がプログラマティック手法を完全に受け入れることを躊躇させる可能性があります。インフェクシャスメディアが2020年に行った調査では、79％の広告主がプログラマティック広告の透明性の欠如を懸念していることがわかりました。

主要動向

コンテクスト広告へのシフト：サードパーティCookieの廃止に伴い、プライバシーに配慮した代替手段としてコンテクスチュアル広告への動向が高まっています。GumGumによる2022年の調査では、コンテクスチュアル広告は、標準的なディスプレイ広告と比較して、購入意向を63％増加させることがわかりました。

コネクテッドTV（CTV）とオーバーザトップ（OTT）プログラマティック広告の台頭：ストリーミングサービスの普及が、CTVとOTTのプログラマティック広告の成長を促進しています。IABの「2021 Video Ad Spend and 2022 展望」レポートによると、動画バイヤーの76%がメディアプランニングにおいてCTVを「マストバイ」と考えています。

ファーストパーティデータ戦略への注目の高まり：サードパーティクッキーの減少に伴い、ファーストパーティデータをプログラマティック広告に活用する傾向が強まっています。Twilio Segmentの2022年のレポートによると、サードパーティのクッキー廃止が発表された後、ファーストパーティのデータ収集への投資を増やした企業は42%に上りました。

目次

第1章 世界のプログラマティック広告支出市場の導入

• 市場概要
• 調査範囲
• 前提条件

第2章 エグゼクティブサマリー

第3章 VERIFIED MARKET RESEARCHの調査手法

• データマイニング
• バリデーション
• 一次資料
• データソース一覧

第4章 世界のプログラマティック広告支出市場展望

• 概要
• 市場力学
  • 促進要因
  • 抑制要因
  • 機会
• ポーターのファイブフォースモデル
• バリューチェーン分析

第5章 プログラマティック広告支出市場：ディスプレイ別

• 概要
• デスクトップ
• モバイル

第6章 プログラマティック広告支出市場：オークション別

• 概要
• リアルタイム入札
• プライベートマーケット
• プリファードディール
• プログラマティックダイレクト

第7章 プログラマティック広告支出市場：エンドユーザー別

• 概要
• メディア＆エンターテインメント
• 教育
• 銀行・金融サービス保険（BFSI）
• テレコム＆コンシューマー
• 小売・通信

第7章 世界のプログラマティック広告支出市場：地域別

• 概要
• 北米
  • 米国
  • カナダ
  • メキシコ
• 欧州
  • ドイツ
  • 英国
  • フランス
  • その他の欧州
• アジア太平洋
  • 中国
  • 日本
  • インド
  • その他のアジア太平洋
• その他
  • ラテンアメリカ
  • 中東・アフリカ

第8章 世界のプログラマティック広告支出市場の競合情勢

• 概要
• 各社の市場ランキング
• 主要開発戦略

第9章 企業プロファイル

• Simpli.fi
• Adobe Inc.
• Oracle Corporation
• RTL Group
• Telaria
• War Room Holdings, Inc.
• Oracle Corporation
• DIGILANT

第10章 主要開発

• 製品上市/開発
• 合併と買収
• 事業拡大
• パートナーシップと提携

第11章 付録

• 関連調査

Programmatic AD Spending Market Size And Forecast

Programmatic Ad Spending Market size was valued at USD 678 Billion in 2024 and is projected to reach USD 3506 Billion by 2032, growing at a CAGR of 23% from 2026 to 2032.

Programmatic advertising leverages artificial intelligence (AI) and real-time bidding (RTB) to automate the buying and placement of ads across online display, social media, mobile, and video platforms.

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.

TABLE OF CONTENTS

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

10 KEY DEVELOPMENTS

• 10.1 Product Launches/Developments
• 10.2 Mergers and Acquisitions
• 10.3 Business Expansions
• 10.4 Partnerships and Collaborations

11 Appendix

• 11.1 Related Research