The Global Demand Side Platform Market size is expected to reach $110 billion by 2030, rising at a market growth of 24.9% CAGR during the forecast period.
Demand for video DSPs is driven by the growth of online video advertising and the acceptance of over-the-top (OTT) streaming platforms, which enable advertisers to engage viewers with fascinating video ad formats, thereby Video segment would generate approximately 37% share of the market by 2030. The fast growth of video streaming through OTT services like Netflix, Apple TV+, and YouTube TV has put CTV display advertising in the spotlight. For instance, in 2021, the revenue from streaming in the United States climbed by 22.8%. For instance, Google LLC expanded the Google Marketing Platform's Display & Video 360 functionalities in May 2022. To enhance CTV advertising, the company increased the amount of CTV inventory available on the Display & Video 360 demand-side platform and extended Google audiences to CTV devices. Some of the factors impacting the market are increased use of DSPs for programmatic advertising, increasing growth of mobile games, and expanding fraudulent activities in the advertising sector.
The demand-side platform market is driven by simple management and improved campaign reporting benefits. Demand-side platform market growth is anticipated due to factors such as speed, innovative advertising, precise targeting, research, and the growing availability of digital advertising inventory. The market is projected to develop in step with the growing demand for programmatic advertising. DSPs can enhance and automate data-driven advertising using cutting-edge machine learning and artificial intelligence. The market is therefore expected to grow due to technological advancements. With the growing acceptance of various mobile games globally, the industry is being pushed by an increase in demand for in-game advertising. Marketers may now contact customers in a brand-safe environment due to in-game advertising. As a huge number of developers sold ad space to commercialize the content, there has been a rise in the proportion of free-to-play mobile games with in-game advertising. This increasing growth of mobile games is further raising the adoption of demand side platforms, thereby resulting in market growth.
However, as more consumers shop online, fraudulent advertising is becoming a bigger threat. Millions of false adverts that deceive consumers are displayed to them, leading them to illegal e-commerce sites that sell fake goods and offer false services. Ad fraud can occur in various ways, such as false ad impressions/clicks generated by bad bots, piling ads on top of one another, and creating fake ghost sites that imitate legitimate websites to obtain permission from ad networks. This factor poses a challenge for the market and thus impedes its expansion.
By type, the market is classified into self-service and full/managed service. In 2022, the full/managed service segment held the highest revenue share in the market. In full/managed service DSP, a third party, such as an agency, executes and manages the complete campaign to target an accurate audience with the assistance of their media strategist's team. Managed service providers are proficient in the numerous targeting possibilities that are offered by DSP. Further, a fully managed service for a demand-side platform can enhance campaign performance and give access to resources and knowledge that might otherwise be difficult to obtain internally.
Based on channel, the market is fragmented into display, mobile, video and native. The display segment acquired a substantial revenue share in the market in 2022. Display DSPs are vital in programmatic advertising, allowing advertisers to purchase ad inventory across various websites and display networks. Advertisers who use display DSPs have access to a robust collection of tools and features that help them to improve the targeting, reach, and effectiveness of their display advertising campaigns.
| Report Attribute | Details |
|---|---|
| Market size value in 2022 | USD 19.2 Billion |
| Market size forecast in 2030 | USD 110 Billion |
| Base Year | 2022 |
| Historical Period | 2019 to 2021 |
| Forecast Period | 2023 to 2030 |
| Revenue Growth Rate | CAGR of 24.9% from 2023 to 2030 |
| Number of Pages | 177 |
| Number of Table | 260 |
| Report coverage | Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Companies Strategic Developments, Company Profiling |
| Segments covered | Type, Channel, Region |
| Country scope | US, Canada, Mexico, Germany, UK, France, Russia, Spain, Italy, China, Japan, India, South Korea, Singapore, Malaysia, Brazil, Argentina, UAE, Saudi Arabia, South Africa, Nigeria |
| Growth Drivers |
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| Restraints |
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Region wise, the market is analyzed across North America, Europe, Asia-Pacific and LAMEA. In 2022, the North America region led the market by generating the highest revenue share. Increasing programmatic ad expenditure drives the regional market's expansion. Additionally, demand-side platform software adoption is receiving significant attention from market players. The region is heavily utilizing software and incorporating prominent businesses from many sectors of the economy. Additionally, numerous reputable and modest regional advertisers use these platforms for short-term performance ads and brand-building efforts.
Free Valuable Insights: Global Demand Side Platform Market size to reach USD 110 Billion by 2030
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Google LLC (Alphabet Inc.), Amazon.com, Inc., Adobe, Inc., The TradeDesk, Inc, MediaMath Inc., Adform, Microsoft Corporation (Xandr), SmartyAds, Gourmet Ads, and Basis Technologies.
By Channel
By Type
By Geography
The Market size is projected to reach USD 110 billion by 2030.
Increasing growth of mobile games are driving the Market in coming years, however, Expanding fraudulent activities in the advertising sector restraints the growth of the Market.
Google LLC (Alphabet Inc.), Amazon.com, Inc., Adobe, Inc., The TradeDesk, Inc, MediaMath Inc., Adform, Microsoft Corporation (Xandr), SmartyAds, Gourmet Ads, and Basis Technologies.
The expected CAGR of this Market is 24.9% from 2023 to 2030.
The Video segment acquired the maximum revenue share in the Market by Channel in 2022, thereby achieving a market value of $42.1 billion by 2030.
The North America region dominated the Market by Region in 2022, and would continue to be a dominant market till 2030; thereby, achieving a market value of $40.4 billion by 2030.
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