Share of direct and programmatic ad spends in digital ad industry India 2016-2024
In 2022, the digital advertising industry across India spent around 58 percent of its ad spend on direct media purchases, while the remainder was spent on programmatic purchases. Overall, projections indicate that the industry will increasingly switch to programmatic advertising over the years to come, with a market share of 44 percent by 2024. 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.
