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Earlier, digital advertisements were sold and bought manually by publishers and ad buyers. However, this process of purchasing digital advertisements was not only unreliable and expensive, but sometimes, publicists were not able to purchase sufficient ad inventories for particular ad campaigns. Demand-side platforms (DSP) has made purchasing and selling of advertising inventory more reliable and cheaper. The DSP system allows purchasers of digital advertising inventory to manage multiple data exchange and ad exchange accounts programmatically through a single interface. Advertisers are increasingly adopting DSPs to buy search ads, mobile ads, and video ads from marketplaces such as supply-side platforms or ad networks. Real-time bidding (RTB) is used to display online advertisements within the ad exchanges. The publishers widely adopt DSP to manage their real-time bids for the banners. DSPs are also usable in managing the pricing for the data used by advertisers to target their audiences.
Easy management and enhanced campaign reporting are the major factors responsible for driving the global demand-side platform market. Increasing proliferation of digital advertising inventories is also a key fact to drive the DSP market growth. Advantageous factors such as speed, sophisticated advertising, precise targeting, and analysis are anticipated to boost the market growth. The enhancing demand for programmatic advertising will be also likely to fuel the DSP market growth. Advanced technologies such as artificial intelligence, machine learning empowers DSPs to enhance and automate the data-driven advertising. Thus, the technological developments are further likely to drive the DSP market growth during the forecast period.
Key Market Driver -
• Increasing proliferation of digital advertisement inventories to drive the market growth • Increasing demand for the programmatic advertising to stimulate the adoption
Key Market Restraint -
• Lack of awareness is hampering the market growth
Key players in the global demand-side platform market are taking active measures to expand their business and sustain their market competence. The prominent companies focus on developing their existing product portfolio by enhancing its features and integration capabilities. Many companies are automating and augmenting the DSP platform's performance by utilizing innovative technologies such as machine learning or artificial intelligence. Partnerships, collaborations, acquisitions, and mergers are some of the ultimate strategies that key players adopt to expand their business and product portfolio. In December 2019, Smart AdServer SAS acquired a demand-side platform (DSP) solution providing company LiquidM Inc. to offer digital agencies, advertisers, and trading desks improved access to premium publishers' inventory.
Key companies summarised includes Adform Group, Adobe Inc., Amazon Web Services, Amobee, Inc., Centro, Inc, Gourmet Ads Pty Ltd, RhythmOne, LLC, Smart AdServer SAS, Unruly Group Ltd, thetradedesk com, Emerse Sverige AB, StackAdapt Inc., and among others.
North America is anticipated to capture a maximum market share owing to the presence of prominent market players across the region. The region is leading in the adoption of advanced marketing and advertising strategies. The early adoption of digital advertising inventories has driven significant market growth. Increasing demand for programmed advertising is another crucial factor to drive market growth. Europe and Asia-Pacific are likely to showcase substantial growth globally due to the growing penetration of the internet and social media. A strong mobile advertising network entices advertisers across Europe to adopt the advanced demand-side platform. The geographical business expansion strategies of key vendors are driving significant DSP market developments across the Asia-Pacific. The increasing popularity of digital advertising is anticipated to witness a higher market growth rate during the forecast period.
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