『The Programmatic Advertising Revolution: Navigating AI, Data, and the Shift to Connected TV』のカバーアート

The Programmatic Advertising Revolution: Navigating AI, Data, and the Shift to Connected TV

The Programmatic Advertising Revolution: Navigating AI, Data, and the Shift to Connected TV

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 In the last 48 hours, the advertising industry has seen a surge in AI-driven automation and data-rich marketing strategies, notably within the programmatic advertising space. The global market for programmatic advertising was valued at 833.16 billion dollars in 2024 and is forecast to exceed 4,397.68 billion by 2032, reflecting a robust compound annual growth rate of 23.21 percent. The US market alone is projected to climb from 197.22 billion in 2024 to over 1,027.79 billion by 2032. This growth is driven by widespread mobile adoption and deeper integration of AI ad platforms, making real-time personalized campaigns more accessible and efficient for advertisers.

Major players are responding with product innovation and expanded partnerships. For example, Tubi, Fox Corporation’s streaming service, recently announced new interactive ad formats like shoppable second screen experiences and advanced self-serve capabilities at the IAB NewFronts. Tubi also expanded its partnerships with Amazon, Kochava, and Moloco, targeting young, multicultural audiences and boasting over 97 million monthly active users. Such moves reflect a broader industry focus on delivering contextually relevant advertising and leveraging data analytics to maximize reach.

Meanwhile, consumer viewing habits are shifting away from traditional linear TV toward connected TV and streaming platforms. Global linear TV ad spending is forecast to drop to 139.1 billion dollars by 2026, its lowest since 2005, while YouTube’s US ad sales have soared to 36 billion dollars, rivaling legacy broadcasters. These changes force advertisers to rethink campaign measurement and media buying strategies, emphasizing the importance of agile planning.

The ad tech ecosystem is also undergoing structural changes. The Trade Desk has redefined supply paths, leveraging its AI-driven Kokai platform to reward its own inventory routes while penalizing resellers, streamlining supply chains for buyers but reducing payouts for publishers and increasing dependence on its infrastructure. At the same time, growing legal scrutiny of Google, including ongoing antitrust action, is prompting smaller ad tech firms to challenge established gatekeepers.

Looking across regions, festive periods in India are driving a projected 20 to 30 percent surge in retail media spend, especially in electronics, beauty, and fashion, with brands increasingly favoring regional storytelling and shoppable ad formats. These shifts in consumer behavior and spending are echoed by leaders who are investing in branding, merchandising, and strategic partnerships to boost growth and resilience. Compared to previous reporting, the current environment is marked by faster technology adoption, increased market concentration among ad tech leaders, and heightened pressure on traditional broadcast media.

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