Programmatic Display Market Size, Share, Trends, Industry Analysis, and Forecast (2025 – 2031)

Programmatic Display Market Size

The global programmatic display market size was valued at $238.80 billion in 2025 and is projected to reach $644.64 billion by 2031, growing at a CAGR of 18.0% during the forecast period.

Programmatic Display Market Overview

Programmatic display advertising is an automated method of buying and selling digital ad space, allowing advertisers to efficiently target specific audiences through real-time bidding (RTB) processes. By leveraging data and algorithms, this approach ensures that ads are shown to users based on various criteria such as demographics, interests, and online behavior, significantly enhancing the relevance of the advertisements.

Companies can benefit from programmatic display by streamlining their ad purchasing processes, reducing costs associated with traditional media buying, and achieving higher return on investment (ROI) through precise targeting and real-time optimization. For instance, programmatic advertising allows businesses to reach a broader audience across multiple platforms—including websites, mobile apps, and social media—while maintaining control over their ad placements and budgets. This efficiency not only saves time but also enables continuous performance analysis and adjustment of campaigns, ensuring that marketing efforts remain agile and responsive to market dynamics. As a result, organizations can enhance their brand visibility and engagement, ultimately driving better sales outcomes in an increasingly competitive digital landscape.

Programmatic Display Market Dynamics

The programmatic display market is expected to witness significant growth in the future due to the increasing demand for data-driven targeting and personalized advertising, growth in mobile advertising and the proliferation of smart devices, and rising adoption of connected television (CTV) and digital-out-of-home (DooH) advertising. However, the concerns over data privacy and compliance with regulations like GDPR, lack of skilled professionals in programmatic advertising technologies, and technical challenges related to integration with existing marketing platforms are restraining the growth of the market.

Furthermore, increased investment in video advertising formats, especially on mobile and CTV platforms, advancements in artificial intelligence (AI) and machine learning for improved ad targeting and optimization, and expansion of programmatic advertising in emerging markets, particularly in Asia-Pacific and South America are the key trends propelling the programmatic display market.

Increasing Demand for Data-Driven Targeting and Personalized Advertising is Driving the Programmatic Display Market

The increasing demand for data-driven targeting and personalized advertising is significantly impacting the programmatic display market, by enabling advertisers to reach specific audiences with tailored messages, thereby enhancing engagement and conversion rates. This growth is fueled by advancements in artificial intelligence (AI) and machine learning (ML), which allow marketers to analyze vast amounts of data to create hyper-targeted campaigns.

• For example, in November 2023, Google expanded its capabilities in programmatic advertising by integrating AI-driven tools into its Display & Video 360 platform, enabling advertisers to optimize their campaigns based on real-time data insights.
• Additionally, O2, a major telecom company, successfully implemented a hyper-personalized advertising campaign in 2023 that utilized programmatic strategies to deliver over 1,000 customized video ads to mobile users, resulting in a 128% increase in click-through rates compared to traditional methods.

Furthermore, the rise of e-commerce and digital marketing has prompted companies to invest heavily in programmatic solutions;

• For instance, a report from the Interactive Advertising Bureau (IAB) indicated that programmatic ad spending in the U.S. is expected to reach USD 148.8 billion in 2023, reflecting a year-over-year growth of 16.5%.

As businesses increasingly recognize the effectiveness of personalized advertising through programmatic display, this segment is poised for substantial growth, driven by both technological advancements and changing consumer expectations.

By Type, the Online Video Segment is projected to be the Largest Segment in the Programmatic Display Market

Online Video is the largest segment in the programmatic display market, driven by various factors including technological advancements and increased consumer engagement.

• Notably, video ads accounted for about 45% of the market share in programmatic display advertising in 2021, highlighting the strong demand for video content.

Companies are actively enhancing their offerings;

• for instance, Google expanded its audience targeting capabilities for Connected TV (CTV) devices through its demand-side platform DV360 in May 2022.
• Similarly, Unilever launched a programmatic video campaign for its Dove brand that resulted in a 25% increase in brand favorability and a 15% rise in purchase intent.

Market trends further underscore this growth, with advertisers spending approximately $29.24 billion on programmatic video advertising in 2019, which constituted nearly half of all display ad spending in the U.S. Reports from the Interactive Advertising Bureau (IAB) indicate that programmatic advertising is expected to account for a significant portion of digital media advertising, with total programmatic ad spend projected to exceed $700 billion by 2026. Additionally, the mobile video segment is anticipated to experience the highest growth due to increasing smartphone penetration and user engagement with mobile content. Overall, these developments reflect a robust trajectory for the online video segment within the Programmatic Display market, supported by strategic initiatives from leading companies and evolving consumer behaviors.

By Geography, North America Holds the Largest Share in the Market Revenue

North America holds the largest share of the programmatic display market, driven by rapid digital transformation across various industries, coupled with the increasing reliance on data-driven marketing strategies. This growth is supported by major companies like Google and Adobe, which are continuously enhancing their programmatic advertising platforms to provide more sophisticated targeting capabilities and real-time analytics.

• For instance, in March 2024, Google announced updates to its Display & Video 360 platform, incorporating advanced machine learning algorithms that optimize ad placements based on user behavior and preferences.
• Additionally, the Interactive Advertising Bureau (IAB) reported in July 2020 that programmatic advertising was projected to account for nearly 70% of digital media advertising by 2023, highlighting its dominance in the market.

Furthermore, the increasing adoption of connected television (CTV) and digital-out-of-home (DooH) advertising is driving further growth; as of 2023, CTV ad spending alone was projected to exceed USD 20 billion in the U.S. This combination of technological advancements, consumer demand for personalized advertising experiences, and robust spending on digital platforms positions North America as a key player in the programmatic display market, fostering innovation and competitive advantages for businesses leveraging these strategies.

Key Target Audience:

• Advertisers
• Publishers
• Demand-Side Platforms (DSPs)
• Supply-Side Platforms (SSPs)
• Ad Exchanges
• Agencies

List of the Key Players Profiled in the Report Includes:

• Google Inc.
• Rubicon Project Inc.
• DataXu Inc.
• Verizon Communications Inc.
• Adobe Systems Incorporated
• Adform
• AppNexus Inc.
• MediaMath
• CONNEXITY
• Rocket Fuel Inc.

Recent Developments:

• In February 2025, DataXu Inc., now part of Roku, expanded its programmatic advertising solutions with a focus on cross-device attribution and identity resolution, enabling marketers to better track and target consumers across connected TV, mobile, and desktop environments. This development supports the growing shift towards omnichannel programmatic campaign.
• In January 2025, Google Inc. enhanced its programmatic display capabilities by integrating advanced AI-driven personalization and real-time optimization features within its Google Ads platform. This upgrade enables advertisers to deliver highly targeted, dynamic ads across multiple channels including mobile, desktop, and connected TV (CTV), improving engagement and ROI.
• In early 2025, Rubicon Project Inc. rebranded as Magnite and announced the launch of an AI-powered programmatic platform that offers enhanced audience segmentation and fraud detection. The platform leverages machine learning to optimize bidding strategies and improve ad placement quality across display and video formats.

Market Segmentation:

The research report includes in-depth coverage of the industry analysis with size, share, and forecast for the below segments:

Market by, Type:

• Online Display
• Online Video
• Mobile Video
• Mobile Display

Market by, Channel:

• Private Marketplaces (PMP)
• Automated Guaranteed (AG)
• Real Time Bidding (RTB)
• Preferred Deals
• Programmatic Direct
• Mobile & Tablets
• Desktop
• Other Channels

Market by, End Use:

• Media & Entertainment
• BFSI
• Education
• Retail & Consumer Goods
• Telecom & Communication
• Healthcare
• Hospitality
• Other End Users

Market by, Geography:

The programmatic display market report also analyzes the major geographic regions and countries of the market. The regions and countries covered in the study include:

• North America (The United States, Canada, Mexico), Market Estimates, Forecast & Opportunity Analysis
• Europe (Germany, France, UK, Italy, Spain, Rest of Europe), Market Estimates, Forecast & Opportunity Analysis
• Asia Pacific (China, Japan, India, South Korea, Australia, New Zealand, Rest of Asia Pacific), Market Estimates, Forecast & Opportunity Analysis
• South America (Brazil, Argentina, Chile, Rest of South America), Market Estimates, Forecast & Opportunity Analysis
• Middle East & Africa (UAE, Saudi Arabia, Qatar, Iran, South Africa, Rest of Middle East & Africa), Market Estimates, Forecast & Opportunity Analysis

The report offers insights into the following aspects:

• Analysis of major market trends, factors driving, restraining, threatening, and providing opportunities for the market.
• Analysis of the market structure by identifying various segments and sub-segments of the market.
• Understand the revenue forecast of the market for North America, Europe, Asia-Pacific, South America, and Middle East & Africa.
• Analysis of opportunities by identification of high-growth segments/revenue pockets in the market.
• Understand major player profiles in the market and analyze their business strategies.
• Understand competitive developments such as joint ventures, alliances, mergers and acquisitions, and new product launches in the market.