Programmatic advertising worldwide - statistics & facts

Programmatic advertising refers to the automated buying and selling of digital ad space. In contrast to manual advertising, which relies on human interaction and negotiation between publishers and marketers, programmatic ad buying harnesses technology to purchase digital display space. This use of software and algorithms helps streamline ad buying processes, which is why programmatic has become one of the most indispensable digital marketing tools worldwide. In 2021, global programmatic ad spend reached an estimated 418.4 billion U.S. dollars, with spending set to surpass 493 billion by 2022. The United States remains the leading programmatic advertising market worldwide, but marketers from countries such as China or the UK also embrace the benefits of programmatic buying more vividly than ever.

Market leaders in the programmatic ecosystem

In today’s competitive advertising landscape, marketers use programmatic advertising and automation solutions to target audiences based on user data. According to the latest forecasts, the marketing automation software market is on track to reach 11.5 billion U.S. dollars by 2027, with revenues set to increase more than threefold compared to 2020. Hubspot, Adobe Marketing Cloud, and Oracle Marketing are among the leading marketing automation solution providers worldwide, accounting for a combined market share of almost 50 percent. Other household brands that are particularly popular among advertising publishers include Google Ad Manager, Amazon Publisher Services, and OpenX, which were named the most used supply-side platforms (SSPs) to manage ad inventory in 2020.

Brands shift programmatic in-house

Brands wanting to promote their products and services through programmatic advertising have traditionally relied on outsourcing their digital marketing needs. In recent years, however, there has been a wave of companies moving business in-house by leveraging self-service tools and platforms. Benefits of in-house programmatic advertising range from campaign effectiveness to cost efficiency, but companies also value flexibility and control over their marketing content and first-party data. According to a recent survey, brands in Europe were most inclined to in-house programmatic, with over 70 percent of respondents having completely or partially moved programmatic in-house by 2020. How this trend and programmatic’s overall role in the digital media ecosystem will evolve in the future depends on technological innovation, consumer behavior, and global data privacy regulations.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Jan 6, 2023

Key insights

Global programmatic ad spend
493bn USD
Annual global programmatic ad spend growth
18%
Largest programmatic market worldwide
United States
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Editor’s Picks Current statistics on this topic

Global programmatic advertising spending from 2017 to 2026 (in billion U.S. dollars)

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Programmatic ad spend worldwide 2017-2026

Leading programmatic advertising markets worldwide in 2021, by spending (in billion U.S. dollars)

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Largest programmatic markets worldwide 2021

Distribution of programmatic advertising spending worldwide in 2021, by region

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Distribution of programmatic ad spend worldwide 2021, by region

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