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

In 2019, the digital advertising industry across India spent around 59 percent of its ad spends on direct media purchases, while 41 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 74 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.

Distribution of expenditure on programmatic and direct media in the digital advertising industry across India from 2016 to 2019 with a forecast until 2022

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Release date

January 2020



Survey time period

2016 to 2019

Supplementary notes


Previous reports have been accessed.

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Statistics on "Advertising in India"

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