This market research report presents a detailed segmentation of the global programmatic advertising spending market by type (open auction, automated guaranteed, invitation-only, and unreserved fixed-rate), by device (desktop and mobile), and by geography (the Americas, APAC, and EMEA). Leading vendors identified in this market are ONE by AOL, BrightRoll, SpotXchange, and Tremor Video.
Technavio’s market research analysts estimate the global programmatic ad spending market to grow at a CAGR of more than 20% between 2016 and 2020. Programmatic advertising enables advertisers to target their audience better and provides deeper data and a broader range of inventory. Real-time bidding (RTB) is the leading programmatic advertising platform, which has an auction environment provided by advertising exchanges or marketplaces. The Americas dominate the global programmatic ad spending market, accounting for 64% of the overall market share. The US is the primary revenue-generating region in the Americas and the earliest adopters of the programmatic advertising platform.
The new market research report from Technavio provides a breakdown and analysis of the programmatic ad segments by technology.
“The latest trend gaining prominence in this market is the increasing number of advertisement exchange platforms. Several platforms like Google, Yahoo, and Facebook have opened their inventories to real-time bidding (RTB)-based advertising. These advertising platforms optimize ads by allowing Google and Yahoo to place relevant advertisements in their inventory. Furthermore, Facebook has also launched its advertisement-exchange platform to reap the benefits of RTB-based advertising. An increasing number of visitors logging in to Facebook is expected to drive the growth of the RTB market until the end of 2020,” says Soumya Mutsuddi, Lead Analyst, Media & Entertainment, Technavio Research
The desktop segment leads the programmatic ad spending market, occupying more than 66% of the market share in terms of revenue. Advertising on desktop computers helps to target a broader range of audience and reach new customers, as a desktop is not as personalized as a smartphone or a tablet. With the advent of smartphones and tablets, the market share of desktop advertising has been adversely affected and is expected to decline to nearly 41% by the end of 2020.
The key players in the global programmatic ad spending market include ONE by AOL, BrightRoll, SpotXchange, and Tremor Video. This market is highly fragmented due to the presence of a large number of vendors. Rapid market growth and the presence of low entry barriers will attract more players to the market, which in turn will intensify the level of competition in this market.
A more detailed analysis is available in the Technavio report, Global Programmatic Ad Spending Market 2016-2020.
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