June 16, 2020
According to the research report titled ‘Global Demand Side Platform Size study, by Type (Real time Bidding, programmatic premium Buying and others), by Application (Retail, Automotive, Financial, Telecommunication and others) and Regional Forecasts 2019-2026’, available with Market Study Report LLC, global demand side platform generated revenues over USD 8 million in the year 2018 and is predicted to expand with a CAGR of 30% during 2019-2026.
For the record, DSP (demand-side platform) aids buyers of digital advertising inventory to manage various data exchange and ad exchange accounts in a singular interface. It offers standardized platform for digital advertisers and helps in determining the essential advertisements which should be purchased, and the subsequent price associated with it.
Increasing penetration of digital advertising along with booming sales of smartphones which have undeniable significance in such processes are major factors driving the demand side platform growth. According to Statista, the U.S. spending on digital display advertising was USD 17.07 billion in 2014 and reached USD 34.67 billion in the year 2018. Similarly, China invested around USD 2.76 billion in digital advertising in 2014, which grew to USD 10.61 billion in the year 2018.
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Rising adoption of internet services in consort with widespread popularity of social media as well as social advertising practices are aiding the market expansion. For instance, Facebook stated in 2019 that up to 89% of global marketers use its platform for promotional initiatives. Likewise, according to LinkedIn, 65% business to business (B2B) companies opt for LinkedIn paid ads to attract customers while around 95% of B2B content marketers adopt its platform for organic marketing of content. However, rising safety concerns and strict government regulations may act as restraining factors to the overall growth of demand side platform.
By type, demand side platform is fragmented into programmatic premium buying, real-time bidding and others. In terms of application landscape, the market is split into telecommunication, financial, automotive, retail and others.
Considering the geographical spectrum, demand side platform in North America is expected to witness rapid expansion in the subsequent years, primarily due to high concentration of market majors. On the other hand, Asia-Pacific market is poised to accumulate significant returns during the forecast period, owing to increasing utilization of internet services as well as social media platforms.
AppNexus, BrightRoll, TubeMogul, Choozle, LiveRamp, DoubleClick, Amazon (AAP), MediaMath, Rocket Fuel and Facebook Ads Manager are the key participants in global demand side platform