Programmatic Advertising Market 2018: Increasing Rapidly By Device, Ad Formats, End Users Segments | Global Industry Worth USD $150 Bn by 2023
Programmatic Advertising Market – Overview
Programmatic advertising is increasing swiftly and will continue to grow during the forecast period. It is an automated form of digital advertising. This involves buying and selling of online advertising inventory via a software or a machine. There are no human negotiations or manual insertions involved. Programmatic advertising makes use of machine algorithms to buy online ads. It helps in automating the decision-making process of selecting the source of media and buying the media for advertising purpose as it helps in focusing on the target market.
The marketing expenditure is made more efficient for start-ups by programmatic ads. It allows them to have conversations with the right audience in the right context depending on the data they have about the customers. This is unlike TV or print ads or placing ad banners digitally using Google Ad Words. For instance, a pharma start-up selling medical equipment will have targeted ads for hospitals, dispensaries, wholesale medical supplies shops etc. So the conversation starts with the right audience, making the expenditure more efficient and hence effective for start-ups.
The prominent players in Programmatic Advertising Market are – Rubicon Project (U.S.), Adroll (U.S.), Adobe Marketing Cloud (U.S.), DoubleClick (U.S.), Choozle (U.S.), AdReady (U.S.), DataXu (U.S.), Centro, Inc. (U.S.), PulsePoint, Inc. (U.S.) and Outbrain (U.S.) among others, are profiled in Market Research Future analysis and are at the forefront of competition in the global programmatic advertising market.
In a study by Centro, 90% of ad agencies and 81% of marketers will operate with some form of programmatic advertising capabilities in-house. Advertisers are expected to employ a mix of programmatic media buying teams and models. Nearly 78% of agencies and 59% of marketers are no-longer expected to outsource to a third-party by 2019. Among the media buying models, advertisers expressed the highest optimism for ad spending growth for private marketplaces (39%) and open RTB (30%). Advertisers work with an average of 4-5 vendors in each of the data provider & data management and other ad tech categories.