Global programmatic ad spend expected to reach $779bn by 2028

By Ibidunni Banjoko

In the fast-paced world of digital advertising, programmatic advertising is making waves as one of the most effective and efficient methods for buying and selling ad space. Programmatic ad spend has seen a remarkable surge in recent years, with projections indicating even more substantial growth in the near future.

According to the latest estimates by Statista, programmatically sold advertising reached a staggering 546 billion U.S. dollars in 2023. This figure is expected to skyrocket to an impressive 779 billion by 2028. This exponential growth underscores the increasing reliance on programmatic advertising as a key component of digital marketing strategies worldwide.

Programmatic advertising operates on an automated system, facilitating the buying and selling of digital ad space without the need for human intervention. Unlike traditional advertising methods that rely on manual negotiation, programmatic ad buying leverages technology and data analytics to optimize campaign efficiency and effectiveness.

The largest programmatic ad markets globally are led by the United States and Canada, which collectively accounted for over 40 percent of global programmatic ad investments in 2021. Meanwhile, advertisers in Asia claimed approximately one-third of the programmatic ad market share, indicating a widespread adoption of automated ad buying in the region.

Europe has also experienced a significant shift towards programmatic advertising, with the value of its programmatic ad market more than doubling since 2017. Projections suggest that spending in Europe’s programmatic ad market will surpass the 100-billion-dollar mark by 2024, further solidifying the region’s position in the global digital advertising landscape.

As advertisers continue to recognize the benefits of programmatic advertising, including improved targeting, real-time optimization, and cost efficiency, the industry is poised for continued growth and innovation in the years to come. With technology driving advancements and data-driven strategies driving results, programmatic advertising remains at the forefront of modern marketing practices.


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