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Middle East and Africa Programmatic Advertising Market Size (2024 - 2029)

The Middle East and Africa Programmatic Advertising Market is experiencing notable expansion, driven by the region's advertisers who are enhancing brand storytelling to engage customers effectively. This automated advertising approach is gaining traction as it streamlines the buying and selling of internet ad space, contributing to the market's growth. The adoption of programmatic guaranteed advertising is a key factor, as it replaces traditional manual processes, allowing for more efficient brand campaigns. Additionally, agencies are increasingly using contextual targeting to adapt to new digital privacy regulations, aiming to enhance their market presence. Despite challenges posed by growing consumer awareness of data privacy, the market continues to expand, partly due to the shift towards digital advertising accelerated by the Covid-19 pandemic.

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Market Size of Middle East and Africa Programmatic Advertising Industry

Middle East and Africa Programmatic Advertising Market
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 7.89 %
Market Concentration Medium

Major Players

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*Disclaimer: Major Players sorted in no particular order

MEA Programmatic Advertising Market Analysis

The Middle East and Africa Programmatic Advertising Market is expected to grow at a CAGR of 7.89% over the forecast period (2022 - 2027). The Middle East and Africa have witnessed significant growth in the Programmatic advertising market as the region's advertisers reinvent the art of storytelling to create a memorable brand experience for their customers.

  • Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels market growth.
  • Programmatic guaranteed is one of the major drivers for the growth of programmatic advertisements in the region as it effectively replaces the manual execution processes involved in the premium inventory segment that is regularly used by brand campaigns. Major regional advertisers are expanding their Programmatic Guaranteed offerings to scale their advertising further and increase their performance.
  • Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. Also, with the implementation of new regulatory laws in the region, concern over personal data protection has increased, and companies have started taking aggressive approaches in content marketing.
  • Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in the Middle East and Afric region as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region.

MEA Programmatic Advertising Industry Segmentation

Programmatic Advertising is the utilization of software to buy digital advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.

The Middle East and Africa Programmatic Advertisement Market is segmented By Trading Platform (Real-Time Bidding, Private Marketplace Guaranteed, Automated Guaranteed, and Unreserved Fixed-rate), By Advertising Media (Digital Display and Mobile Display), and By Enterprise size (SMBs and Large Enterprises). The scope of the study tracks the impact of covid-19 on the studied market.

By Trading Platform
Real Time Bidding (RTB)
Private Marketplace Guaranteed
Automated Guaranteed
Unreserved Fixed-rate
By Advertising Media
Digital Display
Mobile Display
By Enterprise size
SMB's
Large Enterprises
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Middle East and Africa Programmatic Advertising Market Size Summary

The Middle East and Africa Programmatic Advertising Market is experiencing significant growth, driven by the region's advertisers who are innovating in storytelling to enhance brand experiences. Programmatic advertising, characterized by its automated nature, allows for efficient buying and selling of internet advertising stock, which is a key factor propelling market expansion. The adoption of programmatic guaranteed offerings is replacing manual processes in premium inventory segments, further boosting market growth. However, the increasing awareness of data privacy and changes in digital privacy practices are influencing the market dynamics, as agencies shift towards contextual targeting to maintain their market share. The Covid-19 pandemic has also accelerated the shift towards digital advertising, contributing positively to market growth.

As digitalization rises, publishers are leveraging data and technology to effectively reach target audiences. The use of high-quality user data for micro-targeted ads and the application of advanced tools like audience discovery algorithms are enhancing campaign performance and creativity. Mobile programmatic advertising is gaining traction due to increased mobile penetration, offering precise targeting and real-time ad serving. The market is moderately competitive, with key players engaging in mergers, acquisitions, and service innovations to strengthen their positions. Recent developments, such as Huawei Ads' incentive programs and InMobi's partnership with Microsoft Advertising, highlight the ongoing efforts to expand and optimize programmatic advertising capabilities in the region.

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Middle East and Africa Programmatic Advertising Market Size - Table of Contents

  1. 1. MARKET INSIGHTS

    1. 1.1 Market Overview

    2. 1.2 Industry Stakeholder Analysis

    3. 1.3 Industry Attractiveness-Porter's Five Force Analysis

      1. 1.3.1 Bargaining Power of Suppliers

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Threat of New Entrants

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

    4. 1.4 Impact of COVID-19 on the Programmatic Advertising Market in Middle East and Africa

  2. 2. Market Segmentation

    1. 2.1 By Trading Platform

      1. 2.1.1 Real Time Bidding (RTB)

      2. 2.1.2 Private Marketplace Guaranteed

      3. 2.1.3 Automated Guaranteed

      4. 2.1.4 Unreserved Fixed-rate

    2. 2.2 By Advertising Media

      1. 2.2.1 Digital Display

      2. 2.2.2 Mobile Display

    3. 2.3 By Enterprise size

      1. 2.3.1 SMB's

      2. 2.3.2 Large Enterprises

Middle East and Africa Programmatic Advertising Market Size FAQs

The Middle East and Africa Programmatic Advertising Market is projected to register a CAGR of 7.89% during the forecast period (2024-2029)

Tonic International, Mars Media Group, Executive Digital, Boopin and Xaxis are the major companies operating in the Middle East and Africa Programmatic Advertising Market.

MEA Programmatic Advertising Market Report Snapshots

MEA Programmatic Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)