In 2021, the digital advertising industry across India spent around 60 percent of its ad spends on direct media purchases, while 40 percent was spent on programmatic purchases. Overall, the projections indicate that the industry would increasingly switch to programmatic advertising over the next years, with a market share of almost 45 percent by 2023. 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 2020, with estimates until 2022
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Dentsu Aegis Network. (January 31, 2022). Distribution of expenditure on programmatic and direct media in the digital advertising industry across India from 2016 to 2020, with estimates until 2022 [Graph]. In Statista. Retrieved August 16, 2022, from https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Dentsu Aegis Network. "Distribution of expenditure on programmatic and direct media in the digital advertising industry across India from 2016 to 2020, with estimates until 2022." Chart. January 31, 2022. Statista. Accessed August 16, 2022. https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Dentsu Aegis Network. (2022). Distribution of expenditure on programmatic and direct media in the digital advertising industry across India from 2016 to 2020, with estimates until 2022. Statista. Statista Inc.. Accessed: August 16, 2022. https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Dentsu Aegis Network. "Distribution of Expenditure on Programmatic and Direct Media in The Digital Advertising Industry across India from 2016 to 2020, with Estimates until 2022." Statista, Statista Inc., 31 Jan 2022, https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Dentsu Aegis Network, Distribution of expenditure on programmatic and direct media in the digital advertising industry across India from 2016 to 2020, with estimates until 2022 Statista, https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/ (last visited August 16, 2022)
