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Global Programmatic Advertising Spending Market 2016-2020

About Programmatic Advertising Spending

Programmatic advertising aids advertisers to target a specific audience based on their advertising pattern. The process takes no more than 0.2 seconds. When a user clicks on a URL, a publisher’s content loads in the browser. The publisher may find information of the user in its data management software. The publisher sends the available information to its ad server and requests to know whether there is an available ad campaign that can target the user. If there is a campaign that matches the user’s profile, an ad is displayed within 0.05 seconds of the user opening the publisher’s content.

If no campaign targets a user’s profile, the server seeks to match the impression programmatically by requesting response from traders, ad networks, and supply side platforms. If the impression is not cleared, the server may seek to erase the impression in a direct programmatic way through private exchanges. Even then, if the impression is not cleared, the request is forwarded to an open ad exchange, aiming to achieve liquidity. Open ad-exchange sends a bid request containing information about the user’s browser, website URL, and ad type to multiple bidders that include traders, ad networks, and demand-side platforms.

Technavio’s analysts forecast the global programmatic advertising spending market to grow at a CAGR of 20.56% during the period 2016-2020.

Covered in this report

The report covers the present scenario and the growth prospects of the global programmatic advertising market for 2016-2020. To calculate the market size, the report considers the revenue generated from the sales of programmatic online advertisements.

The market is divided into the following segments based on geography:

  • Americas
  • APAC
  • EMEA
Technavio's report, Global Programmatic Advertising Spending Market 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.

Key vendors
  • ONE by AOL
  • BrightRoll
  • SpotXchange
  • Tremor Video
Other prominent vendors
  • Adconion Media Group
  • AppNexus
  • Convertro
  • Criteo
  • Dárriens Media Exchange
  • Facebook
  • Google
  • Kontera
  • LiveRail
  • Microsoft
  • Platform One
  • Rocket Fuel
  • Rubicon Project
  • StickyADS.tv
  • TobeMogul
Market driver
  • Growth in video RTB
  • For a full, detailed list, view our report
Market challenge
  • Lack of quality inventory
  • For a full, detailed list, view our report
Market trend
  • Rapid growth in APAC and South America
  • For a full, detailed list, view our report
Key questions answered in this report
  • What will the market size be in 2020 and what will the growth rate be?
  • What are the key market trends?
  • What is driving this market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the key vendors?
  • What are the strengths and weaknesses of the key vendors?


Press Release

Technavio Announces the Publication of its Research Report – Global Programmatic Advertising Spending Market 2016-2020

Technavio recognizes the following companies as the key players in the Global Programmatic Advertising Spending Market: ONE by AOL, BrightRoll, SpotXchange, and Tremor Video.

Other Prominent Vendors in the market are: Adconion Media Group, AppNexus, Convertro, Criteo, Dárriens Media Exchange, Facebook, Google, Kontera, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StickyADS.tv, and TobeMogul.

Commenting on the report, an analyst from Technavio’s team said: “The rise in disposable income and internet penetration make APAC and South America the fastest growing markets for programmatic advertising. Increase use of internet generates ample information to identify target audience easily. Also, major companies like Amazon and Yahoo have realized the value in the advertising technique and invested heavily in the market.”

According to the report, the global video advertising market has shifted its advertising platform from traditional mediums to newer platforms like mobile devices and websites. As a result, brands are trying to connect with their audience on a more personal level through programmatic video advertising. However, lack of available premium inventory restricts brands from spending heavily on programmatic video advertising. With rapid growth in automate guaranteed and invitation-only auction segments, the availability of premium inventories for video advertising is expected to grow significantly during the forecast period.

Further, the report states that one of the major factors hindering the growth of programmatic advertising is a lack of quality premium available inventory as the publishers feel they are commoditizing the inventory by selling it at auction, especially in the case of video advertising.





Companies Mentioned

ONE by AOL, BrightRoll, SpotXchange, Tremor Video, Adconion Media Group, AppNexus, Convertro, Criteo, Dárriens Media Exchange, Facebook, Google, Kontera, LiveRail, Microsoft, Platform One, Rocket Fuel, Rubicon Project, StickyADS.tv, TobeMogul.

  • Executive Summary
    • Highlights
  • Scope of the report
    • Market overview
    • Base year
    • Vendor segmentation
    • Summation errors
  • Market research methodology
    • Research methodology
    • Economic indicators
  • Introduction
    • Key market highlights
  • Market landscape
    • Market overview
      • Table Market segmentation of global programmatic advertising market
    • Market size and forecast
      • Table Global programmatic advertising market 2016-2020 ($ billions)
    • Five forces analysis
      • Table Five forces analysis
  • Market segmentation by type
    • Global programmatic advertising market segmentation by type
      • Table Global programmatic advertising market segmentation by type in 2015
      • Table Features of various types of programmatic advertising
      • Table Global programmatic advertising market segmentation by type in 2020
    • Global programmatic advertising market by open auction
      • Table Global programmatic advertising market segmentation by open auction 2016-2020 ($ billions)
    • Global programmatic advertising market by automated guaranteed
      • Table Global programmatic advertising market segmentation by automated guaranteed 2016-2020 ($ billions)
    • Global programmatic advertising market by invitation-only
      • Table Global programmatic advertising market segmentation by invitation-only 2016-2020 ($ billions)
    • Global programmatic advertising market by unreserved fixed-rate
      • Table Global programmatic advertising market segmentation by unreserved fixed-rate 2016-2020 ($ billions)
  • Market attractiveness by type
    • Table Market attractiveness of global programmatic advertising market by type during the forecast period
  • Market segmentation by device
    • Global programmatic advertising market by device
      • Table Global programmatic advertising market by device in 2015
      • Table Global programmatic advertising market by device in 2020
    • Global programmatic advertising market by desktop
      • Table Global programmatic advertising market by desktop 2016-2020 ($ billions)
      • Table Global shipments of desktop, smartphone and tablet 2011-2015 (millions)
    • Global programmatic advertising market by mobile
      • Table Global programmatic advertising market by mobile 2016-2020 ($ billions)
  • Market attractiveness by device
    • Table Market attractiveness of global programmatic advertising market by device during the forecast period
  • Buying criterion
  • Geographical segmentation
    • Geographical segmentation of global programmatic advertising market
      • Table Geographical segmentation of global programmatic advertising market 2016-2020 ($ billions)
    • Programmatic advertising market in Americas
      • Table Programmatic advertising market in Americas 2016-2020 ($ billions)
    • Programmatic advertising market in EMEA
      • Table Programmatic advertising market in EMEA 2016-2020 ($ billions)
    • Programmatic advertising market in APAC
      • Table Programmatic advertising market in APAC 2016-2020 ($ billions)
  • Key leading countries
    • Table Market share by revenue of top 10 countries in global programmatic advertising
  • Market attractiveness
    • Market attractiveness by geography
      • Table Market attractiveness of the global programmatic advertising market in various geographies during the forecast period
  • Market drivers
  • Impact of drivers
    • Table Impact of drivers
  • Market challenges
  • Impact of drivers and challenges
    • Table Impact of drivers and challenges
  • Market trends
    • Table Programmatic advertising on mobile web and mobile applications in 2014 and 2015
  • Vendor landscape
    • Competitive scenario
    • Other prominent vendors
  • Appendix
    • List of abbreviation
  • Explore Technavio

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