U.S. Programmatic AdServer Market Growth & Trends
The advancement in internet availability, coupled with the rise of affordable smart devices has increased the number of digitally literate individuals in the U.S. The growth in online users is providing additional opportunities for advertisement and marketing through the use of digital technology. Programmatic advertisements enable companies to increase their sales revenue by identifying customers based on their demography, geography, interests, and financial status, amongst other aspects, which in turn helps in increasing the chances of conversion. In other words, programmatic advertisements offer higher return on investment for the companies, as it uses a machine learning algorithm to target users. It increases the probability of a marketing campaign's success. The rise in demand for increasing the probability of conversion amongst companies, coupled with the growth of data-driven advertising strategies, is contributing towards the growth of the U.S. programmatic AdServer market.
The COVID-19 pandemic has resulted in considerable changes in business operations in the U.S. Marketing professionals are increasingly relying on programmatic advertisements for reaching potential consumers, as there has been a decrease in marketing budget in numerous organizations due to the fall in revenue as a result of the pandemic situation. Furthermore, companies are increasingly providing work from home options to their employees, mainly triggered by government mandates that call for social distancing in the U.S. Hence, the marketers need to coordinate their strategies remotely, and programmatic AdServers that can be accessed from any location are gaining popularity during this period. There has been an increase in online hours amongst individuals in the U.S., and this provides additional opportunities for marketing professionals. Targeting of potential consumers can be performed by studying their interests, which can be done by analyzing the websites they visit, their shopping trends, video interests, amongst others. The identification of potential consumers helps in promoting targeted marketing, and programmatic advertisements can help in achieving the same. Hence, the pandemic is expected to have a positive impact on the U.S. programmatic AdServer market in the coming years.
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U.S. Programmatic AdServer Market Report Highlights
- Based on regions, the Northeast region is expected to show the fastest growth during the forecast years in the U.S. programmatic AdServer market. The presence of prominent end-users in states like New York, coupled with the rise in focus on programmatic advertisements amongst small and medium companies in the Northeast region is a major reason for the higher growth forecast of the Northeast region in the U.S. programmatic AdServer market.
- Small and medium enterprises accounted for the highest share in revenue in the U.S. programmatic AdServer market in 2020. The higher share can be attributed to the rise in companies, especially in the West and Northeast regions, that are utilizing programmatic ads for reaching potential consumers. The growth in digital marketing budget amongst companies is also responsible for the higher adoption of programmatic advertisements.
- The end-users are increasingly seeking programmatic AdServer solutions from the market participants. Solutions segment was responsible for the maximum share of the revenue in the U.S. programmatic AdServer market in 2020. The end-users can purchase programmatic ad solutions from the providers on a monthly or yearly basis. Customized solutions are popular in the programmatic AdServer market, as the end-users are increasingly seeking customizations in products to suit their business goals. Customizations also reduce costs, as the end-users can pick and choose the features that they require, thereby increasing flexibility as well. Simpli.fi, for instance, provides an automated programmatic AdServer solution that contains features like revenue and expense forecasting, integrated omnichannel buying and planning, and project tracking, amongst others.
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Our 125+ pages research study will include extensive information on the following pointers:
- U.S. Market size and forecast values (2015 – 2029), in terms of revenue (US$ Million) by segments/sub-segments; wherein 2015 to 2019 has been considered as historic years, 2020 as the base year, while 2021 to 2029 has been considered as the forecast period.
- Split of the market revenue (US$ Million) into all the relevant segments & sub-segments
- Business & Technological Trends
- Covid-19 Impact on U.S. Programmatic AdServer Market
- U.S. and Regional Impact
- Potential Measures and Opportunities
- Strategic Initiatives and Developments
- Market determinants and Influencing Factors
- Market Dynamics (Drivers, Restraints, Opportunities and Challenges)
- Porter’s Five Forces Analysis
- Competitive Benchmarking:
- U.S. Presence and Growth Strategies
- Market Share Analysis, 2020
- In-depth analysis on profiles of companies operating in the market, encompassing information on company details, company overview, product offerings, key developments, financial analysis, SWOT analysis and business strategies
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U.S. Programmatic AdServer Market Segmentation
The U.S. programmatic AdServer market has been segmented on the basis of offering, capabilities, organization size, end-users, and regions:
Offering Outlook (Revenue, USD Million, 2015 - 2029)
- Solutions
- Services
Capabilities Outlook (Revenue, USD Million, 2015 - 2029)
- OTT Header Bidding
- Audience Targeting
- Campaign Management
- Server Side Ad Insertion
- Ad Pod Automation
- Advanced Analytics
- Others
Organization Size Outlook (Revenue, USD Million, 2015 - 2029)
- Small and Medium Organizations
- Large Organizations
End Users Outlook (Revenue, USD Million, 2015 - 2029)
- CTV Publishers/Publishers
- Broadcasters
- Agencies
- Others
Regions Outlook (Revenue, USD Million, 2015 - 2029)
- Northeast
- Midwest
- South
- West
List of Key Players in the U.S. Programmatic AdServer Market:
- Amobee, Inc.
- FreeWheel
- Magnite
- OpenX.
- Pixalate
- Publica
- PubMatic, Inc.
- Simpli.fi
- SpotX, Inc.
- TheViewPoint
- Other Market Participants
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