2024-2028 年全球程序化廣告支出市場

預計 2022 年至 2027 年，程序化廣告支出市場將成長 4,337 億美元，預測期內複合年成長率為 32.23%。

該報告包括對程序化廣告支出市場的總體分析、市場規模和預測、趨勢、成長動力、挑戰以及涵蓋約 25 家供應商的供應商分析。

它提供了對當前市場狀況、最新趨勢和促進因素以及整體市場環境的最新分析。該市場的推動因素包括數位廣告的高普及、南美和亞太地區程序化廣告的日益普及以及受眾定位的改善。

研究指出，行動程式化廣告展示的日益普及是推動未來幾年程序化廣告支出市場成長的關鍵因素之一。此外，擴增實境（AR）技術在廣告領域的高滲透率以及人工智慧（AI）在程式化廣告市場的引入將帶來巨大的市場需求。

目錄

第1章執行摘要

• 市場概況

第2章 市場狀況

• 市場生態系統

第3章 市場規模評估

• 市場定義
• 細分市場分析
• 2023 年市場規模
• 2023-2028年市場展望

第4章 市場規模表現

• 2018-2022 年全球程序化廣告支出市場
• 2018-2022 年按應用分類的細分市場分析
• 2018-2022年螢幕類型細分分析
• 2018-2022 年區域細分分析
• 2018-2022 年國家細分分析

第5章五力分析

• 五力摘要
• 買方議價能力
• 供應商的議價能力
• 新進入者的威脅
• 替代品的威脅
• 競爭威脅
• 市場狀況

第6章市場區隔：按應用

• 細分市場
• 比較：按應用
• 公開競標：2023-2028 年市場規模與預測
• 汽車：2023-2028 年市場規模與預測
• 僅限受邀者：2023-2028 年市場規模與預測
• 無限制固定關稅：2023-2028 年市場規模與預測
• 市場機會：依應用分類

第7章市場區隔：依類型

• 細分市場
• 比較：按類型
• 移動：2023-2028 年市場規模與預測
• 桌面：2023-2028 年市場規模與預測
• 市場機會：按類型

第8章 客戶狀況

• 客戶狀況概覽

第9章 地區情勢

• 區域細分
• 區域比較
• 北美：2023-2028 年市場規模與預測
• 亞太地區：2023-2028 年市場規模與預測
• 歐洲：2023-2028 年市場規模與預測
• 南美洲：2023-2028年市場規模與預測
• 中東和非洲：2023-2028 年市場規模與預測
• 美國：2023-2028 年市場規模與預測
• 中國：2023-2028年市場規模及預測
• 德國：2023-2028 年市場規模與預測
• 英國：2023-2028 年市場規模與預測
• 加拿大：2023-2028 年市場規模與預測
• 市場機會：依地區狀況

第 10 章 促進因素、挑戰與趨勢

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場趨勢

第11章 供應商情況

• 概述
• 供應商情況
• 混亂的情況
• 產業風險

第12章供應商分析

• 交易廠商
• 供應商市場定位
• Adform AS
• Adobe Inc.
• Alphabet Inc.
• Amazon.com Inc.
• Digilant Inc.
• Magnite Inc.
• MediaMath Inc.
• Microsoft Corp.
• NextRoll Inc.
• Roku Inc.
• Simplifi Holdings Inc.
• Singapore Telecommunications Ltd.
• SmartyAds LLP
• Sparcmedia Pty Ltd.
• Verizon Communications Inc.

第13章附錄

The programmatic advertising spending market is forecasted to grow by USD 433.7 bn during 2022-2027, accelerating at a CAGR of 32.23% during the forecast period. The report on the programmatic advertising spending market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by high penetration of digital advertising, growing adoption of programmatic advertising in South America and APAC, and improved targeting of audience.

Technavio's programmatic advertising spending market is segmented as below:

By Application

• Open auction
• Automated guaranteed
• Invitation only
• Unreserved fixed rate

By Display Type

• Mobile
• Desktop

By Geographical Landscape

• North America
• APAC
• Europe
• South America
• Middle East and Africa

This study identifies the growing popularity of mobile programmatic ad displays as one of the prime reasons driving the programmatic advertising spending market growth during the next few years. Also, the high penetration of augmented reality (AR) technology in the advertising sector and the introduction of artificial intelligence (AI) in the programmatic advertising market will lead to sizable demand in the market.

The report on the programmatic advertising spending market covers the following areas:

• Programmatic advertising spending market sizing
• Programmatic advertising spending market forecast
• Programmatic advertising spending market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading programmatic advertising spending market vendors that include Adform AS, Adobe Inc., Alphabet Inc., Amazon.com Inc., Digilant Inc., IPONWEB Ltd., Magnite Inc., Microsoft Corp., NextRoll Inc., Roku Inc., Simplifi Holdings Inc., Singapore Telecommunications Ltd., SmartyAds LLP, Sparcmedia Pty Ltd., StackAdapt Inc., The Trade Desk Inc., Verizon Communications Inc., Noboru Consultancy Services, Infectious Media Holdings Ltd., and MediaMath Inc.. Also, the programmatic advertising spending market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast the accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview

2 Market Landscape

• 2.1 Market ecosystem

3 Market Sizing

• 3.1 Market definition
• 3.2 Market segment analysis
• 3.3 Market size 2023
• 3.4 Market outlook: Forecast for 2023-2028

4 Historic Market Size

• 4.1 Global programmatic advertising spending market 2018 - 2022
• 4.2 Application Segment Analysis 2018 - 2022
• 4.3 Display Type Segment Analysis 2018 - 2022
• 4.4 Geography Segment Analysis 2018 - 2022
• 4.5 Country Segment Analysis 2018 - 2022

5 Five Forces Analysis

• 5.1 Five forces summary
• 5.2 Bargaining power of buyers
• 5.3 Bargaining power of suppliers
• 5.4 Threat of new entrants
• 5.5 Threat of substitutes
• 5.6 Threat of rivalry
• 5.7 Market condition

6 Market Segmentation by Application

• 6.1 Market segments
• 6.2 Comparison by Application
• 6.3 Open auction - Market size and forecast 2023-2028
• 6.4 Automated guaranteed - Market size and forecast 2023-2028
• 6.5 Invitation only - Market size and forecast 2023-2028
• 6.6 Unreserved fixed rate - Market size and forecast 2023-2028
• 6.7 Market opportunity by Application

7 Market Segmentation by Type

• 7.1 Market segments
• 7.2 Comparison by Type
• 7.3 Mobile - Market size and forecast 2023-2028
• 7.4 Desktop - Market size and forecast 2023-2028
• 7.5 Market opportunity by Type

8 Customer Landscape

• 8.1 Customer landscape overview

9 Geographic Landscape

• 9.1 Geographic segmentation
• 9.2 Geographic comparison
• 9.3 North America - Market size and forecast 2023-2028
• 9.4 APAC - Market size and forecast 2023-2028
• 9.5 Europe - Market size and forecast 2023-2028
• 9.6 South America - Market size and forecast 2023-2028
• 9.7 Middle East and Africa - Market size and forecast 2023-2028
• 9.8 US - Market size and forecast 2023-2028
• 9.9 China - Market size and forecast 2023-2028
• 9.10 Germany - Market size and forecast 2023-2028
• 9.11 UK - Market size and forecast 2023-2028
• 9.12 Canada - Market size and forecast 2023-2028
• 9.13 Market opportunity By Geographical Landscape

10 Drivers, Challenges, and Trends

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
• 10.4 Market trends

11 Vendor Landscape

• 11.1 Overview
• 11.2 Vendor landscape
• 11.3 Landscape disruption
• 11.4 Industry risks

12 Vendor Analysis

• 12.1 Vendors covered
• 12.2 Market positioning of vendors
• 12.3 Adform AS
• 12.4 Adobe Inc.
• 12.5 Alphabet Inc.
• 12.6 Amazon.com Inc.
• 12.7 Digilant Inc.
• 12.8 Magnite Inc.
• 12.9 MediaMath Inc.
• 12.10 Microsoft Corp.
• 12.11 NextRoll Inc.
• 12.12 Roku Inc.
• 12.13 Simplifi Holdings Inc.
• 12.14 Singapore Telecommunications Ltd.
• 12.15 SmartyAds LLP
• 12.16 Sparcmedia Pty Ltd.
• 12.17 Verizon Communications Inc.

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
• 13.3 Currency conversion rates for US$
• 13.4 Research methodology
• 13.5 List of abbreviations

Exhibits:

• Exhibits1: Executive Summary - Chart on Market Overview
• Exhibits2: Executive Summary - Data Table on Market Overview
• Exhibits3: Executive Summary - Chart on Global Market Characteristics
• Exhibits4: Executive Summary - Chart on Market By Geographical Landscape
• Exhibits5: Executive Summary - Chart on Market Segmentation by Application
• Exhibits6: Executive Summary - Chart on Market Segmentation by Type
• Exhibits7: Executive Summary - Chart on Incremental Growth
• Exhibits8: Executive Summary - Data Table on Incremental Growth
• Exhibits9: Executive Summary - Chart on Vendor Market Positioning
• Exhibits10: Parent market
• Exhibits11: Market Characteristics
• Exhibits12: Offerings of vendors included in the market definition
• Exhibits13: Market segments
• Exhibits14: Chart on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits15: Data Table on Global - Market size and forecast 2023-2028 ($ billion)
• Exhibits16: Chart on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits17: Data Table on Global Market: Year-over-year growth 2023-2028 (%)
• Exhibits18: Historic Market Size - Data Table on global programmatic advertising spending market 2018 - 2022 ($ billion)
• Exhibits19: Historic Market Size - Application Segment 2018 - 2022 ($ billion)
• Exhibits20: Historic Market Size - Display Type Segment 2018 - 2022 ($ billion)
• Exhibits21: Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• Exhibits22: Historic Market Size - Country Segment 2018 - 2022 ($ billion)
• Exhibits23: Five forces analysis - Comparison between 2023 and 2028
• Exhibits24: Chart on Bargaining power of buyers - Impact of key factors 2023 and 2028
• Exhibits25: Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• Exhibits26: Threat of new entrants - Impact of key factors in 2023 and 2028
• Exhibits27: Threat of substitutes - Impact of key factors in 2023 and 2028
• Exhibits28: Threat of rivalry - Impact of key factors in 2023 and 2028
• Exhibits29: Chart on Market condition - Five forces 2023 and 2028
• Exhibits30: Chart on Application - Market share 2023-2028 (%)
• Exhibits31: Data Table on Application - Market share 2023-2028 (%)
• Exhibits32: Chart on Comparison by Application
• Exhibits33: Data Table on Comparison by Application
• Exhibits34: Chart on Open auction - Market size and forecast 2023-2028 ($ billion)
• Exhibits35: Data Table on Open auction - Market size and forecast 2023-2028 ($ billion)
• Exhibits36: Chart on Open auction - Year-over-year growth 2023-2028 (%)
• Exhibits37: Data Table on Open auction - Year-over-year growth 2023-2028 (%)
• Exhibits38: Chart on Automated guaranteed - Market size and forecast 2023-2028 ($ billion)
• Exhibits39: Data Table on Automated guaranteed - Market size and forecast 2023-2028 ($ billion)
• Exhibits40: Chart on Automated guaranteed - Year-over-year growth 2023-2028 (%)
• Exhibits41: Data Table on Automated guaranteed - Year-over-year growth 2023-2028 (%)
• Exhibits42: Chart on Invitation only - Market size and forecast 2023-2028 ($ billion)
• Exhibits43: Data Table on Invitation only - Market size and forecast 2023-2028 ($ billion)
• Exhibits44: Chart on Invitation only - Year-over-year growth 2023-2028 (%)
• Exhibits45: Data Table on Invitation only - Year-over-year growth 2023-2028 (%)
• Exhibits46: Chart on Unreserved fixed rate - Market size and forecast 2023-2028 ($ billion)
• Exhibits47: Data Table on Unreserved fixed rate - Market size and forecast 2023-2028 ($ billion)
• Exhibits48: Chart on Unreserved fixed rate - Year-over-year growth 2023-2028 (%)
• Exhibits49: Data Table on Unreserved fixed rate - Year-over-year growth 2023-2028 (%)
• Exhibits50: Market opportunity by Application ($ billion)
• Exhibits51: Data Table on Market opportunity by Application ($ billion)
• Exhibits52: Chart on Type - Market share 2023-2028 (%)
• Exhibits53: Data Table on Type - Market share 2023-2028 (%)
• Exhibits54: Chart on Comparison by Type
• Exhibits55: Data Table on Comparison by Type
• Exhibits56: Chart on Mobile - Market size and forecast 2023-2028 ($ billion)
• Exhibits57: Data Table on Mobile - Market size and forecast 2023-2028 ($ billion)
• Exhibits58: Chart on Mobile - Year-over-year growth 2023-2028 (%)
• Exhibits59: Data Table on Mobile - Year-over-year growth 2023-2028 (%)
• Exhibits60: Chart on Desktop - Market size and forecast 2023-2028 ($ billion)
• Exhibits61: Data Table on Desktop - Market size and forecast 2023-2028 ($ billion)
• Exhibits62: Chart on Desktop - Year-over-year growth 2023-2028 (%)
• Exhibits63: Data Table on Desktop - Year-over-year growth 2023-2028 (%)
• Exhibits64: Market opportunity by Type ($ billion)
• Exhibits65: Data Table on Market opportunity by Type ($ billion)
• Exhibits66: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• Exhibits67: Chart on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits68: Data Table on Market share By Geographical Landscape 2023-2028 (%)
• Exhibits69: Chart on Geographic comparison
• Exhibits70: Data Table on Geographic comparison
• Exhibits71: Chart on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits72: Data Table on North America - Market size and forecast 2023-2028 ($ billion)
• Exhibits73: Chart on North America - Year-over-year growth 2023-2028 (%)
• Exhibits74: Data Table on North America - Year-over-year growth 2023-2028 (%)
• Exhibits75: Chart on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits76: Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
• Exhibits77: Chart on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits78: Data Table on APAC - Year-over-year growth 2023-2028 (%)
• Exhibits79: Chart on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits80: Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
• Exhibits81: Chart on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits82: Data Table on Europe - Year-over-year growth 2023-2028 (%)
• Exhibits83: Chart on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits84: Data Table on South America - Market size and forecast 2023-2028 ($ billion)
• Exhibits85: Chart on South America - Year-over-year growth 2023-2028 (%)
• Exhibits86: Data Table on South America - Year-over-year growth 2023-2028 (%)
• Exhibits87: Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits88: Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
• Exhibits89: Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits90: Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• Exhibits91: Chart on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits92: Data Table on US - Market size and forecast 2023-2028 ($ billion)
• Exhibits93: Chart on US - Year-over-year growth 2023-2028 (%)
• Exhibits94: Data Table on US - Year-over-year growth 2023-2028 (%)
• Exhibits95: Chart on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits96: Data Table on China - Market size and forecast 2023-2028 ($ billion)
• Exhibits97: Chart on China - Year-over-year growth 2023-2028 (%)
• Exhibits98: Data Table on China - Year-over-year growth 2023-2028 (%)
• Exhibits99: Chart on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits100: Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
• Exhibits101: Chart on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits102: Data Table on Germany - Year-over-year growth 2023-2028 (%)
• Exhibits103: Chart on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits104: Data Table on UK - Market size and forecast 2023-2028 ($ billion)
• Exhibits105: Chart on UK - Year-over-year growth 2023-2028 (%)
• Exhibits106: Data Table on UK - Year-over-year growth 2023-2028 (%)
• Exhibits107: Chart on Canada - Market size and forecast 2023-2028 ($ billion)
• Exhibits108: Data Table on Canada - Market size and forecast 2023-2028 ($ billion)
• Exhibits109: Chart on Canada - Year-over-year growth 2023-2028 (%)
• Exhibits110: Data Table on Canada - Year-over-year growth 2023-2028 (%)
• Exhibits111: Market opportunity By Geographical Landscape ($ billion)
• Exhibits112: Data Tables on Market opportunity By Geographical Landscape ($ billion)
• Exhibits113: Impact of drivers and challenges in 2023 and 2028
• Exhibits114: Overview on Criticality of inputs and Factors of differentiation
• Exhibits115: Overview on factors of disruption
• Exhibits116: Impact of key risks on business
• Exhibits117: Vendors covered
• Exhibits118: Matrix on vendor position and classification
• Exhibits119: Adform AS - Overview
• Exhibits120: Adform AS - Product / Service
• Exhibits121: Adform AS - Key offerings
• Exhibits122: Adobe Inc. - Overview
• Exhibits123: Adobe Inc. - Business segments
• Exhibits124: Adobe Inc. - Key offerings
• Exhibits125: Adobe Inc. - Segment focus
• Exhibits126: Alphabet Inc. - Overview
• Exhibits127: Alphabet Inc. - Business segments
• Exhibits128: Alphabet Inc. - Key news
• Exhibits129: Alphabet Inc. - Key offerings
• Exhibits130: Alphabet Inc. - Segment focus
• Exhibits131: Amazon.com Inc. - Overview
• Exhibits132: Amazon.com Inc. - Business segments
• Exhibits133: Amazon.com Inc. - Key news
• Exhibits134: Amazon.com Inc. - Key offerings
• Exhibits135: Amazon.com Inc. - Segment focus
• Exhibits136: Digilant Inc. - Overview
• Exhibits137: Digilant Inc. - Product / Service
• Exhibits138: Digilant Inc. - Key offerings
• Exhibits139: Magnite Inc. - Overview
• Exhibits140: Magnite Inc. - Product / Service
• Exhibits141: Magnite Inc. - Key offerings
• Exhibits142: MediaMath Inc. - Overview
• Exhibits143: MediaMath Inc. - Product / Service
• Exhibits144: MediaMath Inc. - Key offerings
• Exhibits145: Microsoft Corp. - Overview
• Exhibits146: Microsoft Corp. - Business segments
• Exhibits147: Microsoft Corp. - Key news
• Exhibits148: Microsoft Corp. - Key offerings
• Exhibits149: Microsoft Corp. - Segment focus
• Exhibits150: NextRoll Inc. - Overview
• Exhibits151: NextRoll Inc. - Key offerings
• Exhibits152: Roku Inc. - Overview
• Exhibits153: Roku Inc. - Business segments
• Exhibits154: Roku Inc. - Key offerings
• Exhibits155: Roku Inc. - Segment focus
• Exhibits156: Simplifi Holdings Inc. - Overview
• Exhibits157: Simplifi Holdings Inc. - Product / Service
• Exhibits158: Simplifi Holdings Inc. - Key offerings
• Exhibits159: Singapore Telecommunications Ltd. - Overview
• Exhibits160: Singapore Telecommunications Ltd. - Business segments
• Exhibits161: Singapore Telecommunications Ltd. - Key offerings
• Exhibits162: Singapore Telecommunications Ltd. - Segment focus
• Exhibits163: SmartyAds LLP - Overview
• Exhibits164: SmartyAds LLP - Product / Service
• Exhibits165: SmartyAds LLP - Key offerings
• Exhibits166: Sparcmedia Pty Ltd. - Overview
• Exhibits167: Sparcmedia Pty Ltd. - Product / Service
• Exhibits168: Sparcmedia Pty Ltd. - Key offerings
• Exhibits169: Verizon Communications Inc. - Overview
• Exhibits170: Verizon Communications Inc. - Business segments
• Exhibits171: Verizon Communications Inc. - Key news
• Exhibits172: Verizon Communications Inc. - Key offerings
• Exhibits173: Verizon Communications Inc. - Segment focus
• Exhibits174: Inclusions checklist
• Exhibits175: Exclusions checklist
• Exhibits176: Currency conversion rates for US$
• Exhibits177: Research methodology
• Exhibits178: Validation techniques employed for market sizing
• Exhibits179: Information sources
• Exhibits180: List of abbreviations