According to the latest market research study by Technavio, the global programmatic advertising display market is expected to grow at a CAGR of close to 18% during the forecast period 2016 to 2020.
This report by Technavio provides an in-depth analysis of the global programmatic advertising display market in terms of revenue and emerging market trends. The report also includes an up-to-date analysis and forecasts for various market segments and all geographical regions.
Technavio research analysts categorize the market based on application
|
APPLICATION |
MARKET SHARE 2016 (%) |
|
Open auction |
85.36% |
|
Automated guaranteed |
8.115 |
|
Invitation-only |
5.75% |
|
Unreserved fixed-rate |
0.78% |
Source: Technavio
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The top three revenue contributing application segments are discussed below
Global programmatic advertising display market by open auction: Open auction is expected to continue to dominate the global programmatic advertising display market during the forecast period. Open auction is a public sale where publishers allow buyers to participate in the auction.
“With an increasing number of vendors venturing into the digital segment, publishers can get the best price for their inventory through open auction. It allows publishers to monetize on the excessive inventory,” says Ujjwal Doshi, a senior analyst at Technavio for research on publishing and advertising.
Global programmatic advertising display market by automated guaranteed: Automated guaranteed enables publishers to reserve the inventory while keeping the price fixed. The growth potential for automated guaranteed is significant as the inventory in this segment represents premium advertisements such as Super Bowl, homepage takeover, and the pre-launch page of a website.
Global programmatic advertising display market by invitation-only: An invitation-only programmatic is a private marketplace that is like an open auction in pricing, barring the fact that the auction is limited to only a reserved set of buyers. The deals are more exclusive and the invitation depends on the profile of the buyers. The ability to provide more control over ads that are being run is a major growth driver for the invitation-only programmatic advertising display market.
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The top vendors operating in the global programmatic advertising display market are:
- AOL
- BrightRoll
- SpotXchange
- Tremor Video
- TubeMogul
The other prominent vendors in the market include 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.
A more detailed analysis is available in the Technavio report titled, ‘Global Programmatic Advertising Display Market 2017-2021’. Technavio also customizes reports by other regions and specific segments upon request.
Other related reports
- Global Programmatic Advertising Spending Market 2016-2020
- Global Mobile Ad Spending Market 2016-2020
- Global Advertising Display Market 2016-2020
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