Global Programmatic Advertising Display Market 2017-2021
About Programmatic Advertising Display
Programmatic advertising involves buying and selling of online advertising display inventory through a bidding process. This process allows advertisers to bid or reserve an online inventory that best fits their buyer's profile. Real-time bidding (RTB) is one of the major types of programmatic advertising. It is supported by an auction environment that is provided by advertising exchanges/marketplaces.
Technavio’s analysts forecast the global programmatic advertising display market to grow at a CAGR of 18.09% during the period 2017-2021.
Covered in this report
The report covers the present scenario and the growth prospects of the global programmatic advertising display market for 2017-2021. To calculate the market size, the report considers the revenue generated from the sales of online advertisements programmatically.The market is divided into the following segments based on geography:
Technavio Announces the Publication of its Research Report – Global Programmatic Advertising Display Market 2017-2021
Technavio recognizes the following companies as the key players in the global programmatic advertising display market: AOL, BrightRoll, SpotXchange, Tremor Video, and TubeMogul.
Other Prominent Vendors in the market are: Adconion Media Group, Adobe Systems, AppNexus, Convertro, Criteo, Darriens, Facebook, Google, Infectious Media, Kontera Technologies, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StackAdapt, and StickyADS.tv.
Commenting on the report, an analyst from Technavio’s team said: “The latest trend gaining momentum in the market is growing popularity of mobile programmatic advertising display. The growth in mobile web is impacting the market share of programmatic advertising through mobile applications. The market share of programmatic advertising through mobile applications declined from 72% in 2014 to 62% in 2015 and to almost 55% in 2016. This is because advertisers are increasingly investing in mobile web because of the scope it provides for finding premium programmatic inventory.”
According to the report, one of the major drivers for this market is growth in video RTB. The global video advertising market has moved from traditional TV to newer platforms such as online and mobile devices for video consumption. This has made it possible for brands to connect with their audience on a more personal level. Programmatic video advertising is an effective way to connect with consumers.
Further, the report states that one of the major factors hindering the growth of this market is low transparency in market. There is a lack of transparency in the global programmatic advertising display market because of the growing number of improper transactions. The publisher's ROI is based on the evaluation of inventory and the limited publishing and ad-exchange information that are the only accurately known details to them.
AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, Adconion Media Group, Adobe Systems, AppNexus, Convertro, Criteo, Darriens, Facebook, Google, Infectious Media, Kontera Technologies, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StackAdapt, StickyADS.tv.
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