Programmatic Advertising Market - Global Industry Analysis, Size, Share, Growth, Trends, and Forecast 2031 - By Product, Technology, Grade, Application, End-user, Region: (North America, Europe, Asia Pacific, Latin America and Middle East and Africa)

North America Programmatic Advertising Platform Market Set to Skyrocket, Fueled by Mobile and Social Media Growth

The programmatic advertising market in North America is set for significant expansion, fueled by the widespread use of mobile devices and the increasing adoption of social media platforms. Analysts anticipate substantial growth from its 2023 levels to 2031, with a remarkable compound annual growth rate (CAGR) projected for the forecast period 2024-2031.

Mobile Revolutionizes Advertising Landscape

The ubiquitous nature of mobile phones has transformed them into indispensable companions, with users carrying them throughout the day and even keeping them bedside at night. This pervasive mobile usage presents a significant opportunity for programmatic advertising, as marketers seek to capitalize on this trend. With mobile advertising poised to become increasingly prevalent, there is a growing demand for sophisticated technology to facilitate targeted advertising campaigns.

Programmatic technology is rapidly making its way to mobile phones, positioning mobile as "the first screen" for advertising. Innovations in data monitoring and measurement tools are driving the growth of programmatic mobile video, with platforms like Facebook playing a pivotal role in this evolution.

Digitalization Fuels Market Expansion

The relentless march of digitalization across industries in North America is further propelling the growth of the programmatic advertising platform market. As businesses embrace digital technologies to innovate their processes and engage with customers, they create fertile ground for programmatic advertising to thrive. The widespread adoption of digital devices facilitates the exchange of data between clients and customers, laying the groundwork for targeted advertising initiatives.

Talent Shortage Presents Challenges

Despite the promising growth prospects, the programmatic advertising industry faces a significant hurdle in the form of a skills shortage. Only a fraction of marketing professionals in North America fully comprehend programmatic advertising, creating a demand-supply gap for skilled talent. The rapid evolution of technology exacerbates this challenge, with brands and agencies struggling to keep pace with changing requirements and internal shifts in programmatic advertising technology.

The demand for programmatic advertising skills is on the rise, yet identifying proficient talent remains a major challenge. Addressing this issue will require concerted efforts to enhance education and training initiatives within the advertising industry, ensuring that professionals are equipped to leverage programmatic advertising solutions effectively.

Social Media Drives Market Growth

The growing popularity of social media platforms is serving as a catalyst for the expansion of the programmatic advertising market. Major social platforms now offer programmatic advertising options, enabling marketers to run more effective campaigns through automated buying and precise audience targeting. Case in point, Red Bull's targeted video campaigns on Twitter demonstrate the power of programmatic advertising in reaching niche audiences with relevant messages.

Forecast and Analysis

The North America Programmatic Advertising Platform market has seen significant growth, driven by increasing usage of private marketplaces. The surge in private marketplace adoption, fueled by the proliferation of mobile and social media platforms, is poised to reshape the future of online advertising.

Competitive Analysis:

• AppNexus Inc.
• AOL Inc. (Verizon Communications Inc.)
• Yahoo! Inc.
• DataXu Inc.
• Adroll.com
• Google Inc. (Doubleclick)
• Adobe Systems Incorporated
• Rubicon Project Inc.
• Rocket Fuel Inc.
• MediaMath Inc.
• IPONWEB Holding Limited (BidSwitch)
• Between Digital
• Fluct
• Adform
• The Trade Desk
• Turn Inc.
• Beeswax
• Connexity, Inc.
• Centro, Inc.
• RadiumOne, Inc.
• Others.

Market Segmentation:

By Transaction Mode

• Real Time Bidding
• Private Marketplace
• Automated Guaranteed

By Ad Format

• Desktop Display
• Desktop Video
• Mobile Display
• Mobile Video

By Enterprise Size

• SMBs
• Large Enterprises

By Region

• North America
• Latin America
• Europe
• Asia Pacific
• Middle East and Africa