Share of direct and programmatic ad spends in digital ad industry India 2016-2022

In 2020, the digital advertising industry across India spent around 62 percent of its ad spends on direct media purchases, while 38 percent was spent on programmatic purchases. Overall, the projections indicate that the industry would increasingly change to programmatic media buying over the next years, with a market share of almost 42 percent by 2022. According to industry experts, the adoption of programmatic media buying would allow advertisers to have increased flexibility and more control over their creatives and optimization capacities.