Market Trends of North America Programmatic Advertisement Industry
This section covers the major market trends shaping the North America Programmatic Advertisement Market according to our research experts:
Increased Mobile Penetration Drives the Market
- Digital advertising is one of the primary ways that certain digital platforms monetise their data. Global digital platforms have kept strengthening their position as the market's main force including North America.
- As per UNCTAD Digital Economy Report 2021, digital advertising spending is anticipated to increase to 60% of all media advertising spending by 2022, which is about twice as much as it was in 2013. By then, it's anticipated that the top five digital platforms would account for more than 70% of all digital advertising spending.
- By 2026, it is predicted that 5G mobile data traffic would outpace that of 4G and older technologies. Due to their efficient networks, high-end user devices, and reasonably priced huge data packages, North America and Europe consume more data globally than other regions while having lower worldwide mobile subscription rates for 5G technology.
- As per GSMA Mobile Economy Report, in North America, subscriber penetration in 2021 was reported to be 84% and is anticipated to 85% in 2025. While smartphone adoption in 2021 was reported as 82% and is anticipated to be 85% in 2025. Such kind of growth in mobile penetration leads most of the North American programmatic companies to adopt mobile advertisement to have greater reach.
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Adoption of Technologies such as 5G, AI & ML are anticipated to Grow the Market
- Machine learning AI algorithms are far more suited to the real-time environment of programmatic advertising than non-AI algorithms because they can learn from and modify their behavior in response to new patterns they detect. Large datasets may be processed swiftly by AI systems as well. Together, these elements affect how AI affects many facets of programmatic advertising.
- Companies in the market such as MediaMath, Xandr, etc. show interest in AI for programmatic advertisement due to various benefits such as AI may assist marketers in adjusting their bid strategy in light of consumer data and helping them choose the appropriate bid price for the ad space they wish to acquire. This increases ROI and lowers ad spending.
- By restricting the auction to the most qualified bidders, AI may also assist in identifying which advertisers are more likely to be successful with their offers for the available ad space. This is advantageous to the publishers.
- As per GSMA Mobile Economy Reports, in North America, 2G, 3G network adoption rate shares as 3%, 6% respectively. While 4G holds major share accounted 78% and 5G as 13% in 2021. While it is anticipated that 5G contributes to 63% share followed by 4G with 31% and 2G, 3G with 2%, 4% shares in 2025.
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