Latin America Programmatic Advertising Market Size (2024 - 2029)

The Latin America Programmatic Advertising Market is experiencing rapid expansion, driven by increased digitalization and the demand for connected experiences. This automated advertising method is gaining traction as consumers engage with various connected platforms, prompting agencies and brands to adopt direct advertising strategies. The widespread adoption of smartphones and advancements in programmatic technology are further fueling market growth. Additionally, the shift towards digital advertising, accelerated by the Covid-19 pandemic, has positively impacted the market's expansion in the region.

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Market Size of Latin America Programmatic Advertising Industry

Middle East and Africa Programmatic Advertising Market
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 8.34 %
Market Concentration Medium

Major Players

Latin America Programmatic Advertising Market Major Players

*Disclaimer: Major Players sorted in no particular order

Latin America Programmatic Advertising Market Analysis

The Latin America Programmatic Advertising Market is expected to grow at a CAGR of 8.31% over the forecast period (2022 - 2027). The market for programmatic advertising in Latin America is expanding swiftly and will do so in the following years. With the increase in digitalization of customers and increased demand for a more connected experience, the studied market is expected to grow.

  • Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels the market growth.
  • Consumers have been utilizing various connected platforms such as connected TV, smartphones, and many more for entertainment, news, and mainstream content as well as the internet. Agencies and brands have been implementing direct advertising as consumers respond to ads that are for brands that show their purpose.
  • Further, the increase in the adoption of smartphones across the region is also a major contribution to the rise of programmatic advertisement across the region. Also, developments in programmatic that make things faster and less complicated will help empower service providers to develop a more streamlined approach to analyzing and sharing knowledge.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in Latin America as businesses and organizations are switching to digital advertising methods in the wake of the global lockdown imposed in the region.

Latin America Programmatic Advertising Industry Segmentation

Programmatic Advertising is the utilization of software to buy digital advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.

The Latin America Programmatic Advertisement Market is segmented By Trading Platform (Real-Time Bidding, Private Marketplace Guaranteed, Automated Guaranteed, and Unreserved Fixed-rate), By Advertising Media (Digital Display and Mobile Display), and By Enterprise size (SMBs and Large Enterprises). The scope of the study tracks the impact of covid-19 on the studied market.

By Trading Platform
Real Time Bidding (RTB)
Private Marketplace Guaranteed
Automated Guaranteed
Unreserved Fixed-rate
By Advertising Media
Digital Display
Mobile Display
By Enterprise size
SMB's
Large Enterprises
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Latin America Programmatic Advertising Market Size Summary

The Latin America Programmatic Advertising Market is experiencing rapid expansion, driven by the increasing digitalization of consumers and their demand for more connected experiences. This market leverages highly automated advertising processes, allowing for the efficient buying and selling of internet advertising stock through machine-driven systems. The rise in smartphone adoption and the popularity of connected platforms such as connected TVs and smartphones have significantly contributed to this growth. The COVID-19 pandemic further accelerated the shift towards digital advertising, as businesses sought to adapt to the new normal imposed by global lockdowns. Programmatic advertising, particularly through real-time bidding, has become a crucial strategy for advertisers aiming to reach their target audiences effectively.

The market is characterized by its moderate competitiveness, with key players engaging in strategies like mergers, acquisitions, and service innovations to strengthen their positions. Mobile programmatic advertising, in particular, is gaining traction due to the region's rapid mobile penetration and increasing smartphone adoption rates. This form of advertising offers precise targeting capabilities, enabling advertisers to reach specific audiences in real-time. The growth of e-commerce and the rise of streaming services, especially subscription video-on-demand, have further fueled the demand for programmatic advertising. Companies are increasingly utilizing data generated from consumer interactions to enhance campaign performance and create personalized marketing content, thereby optimizing their advertising strategies in the region.

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Latin America Programmatic Advertising Market Size - Table of Contents

  1. 1. MARKET INSIGHTS

    1. 1.1 Market Overview

    2. 1.2 Industry Stakeholder Analysis

    3. 1.3 Industry Attractiveness-Porter's Five Force Analysis

      1. 1.3.1 Bargaining Power of Suppliers

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Threat of New Entrants

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

    4. 1.4 Impact of COVID-19 on the Programmatic Advertising Market in Latin America

  2. 2. MARKET SEGMENTATION

    1. 2.1 By Trading Platform

      1. 2.1.1 Real Time Bidding (RTB)

      2. 2.1.2 Private Marketplace Guaranteed

      3. 2.1.3 Automated Guaranteed

      4. 2.1.4 Unreserved Fixed-rate

    2. 2.2 By Advertising Media

      1. 2.2.1 Digital Display

      2. 2.2.2 Mobile Display

    3. 2.3 By Enterprise size

      1. 2.3.1 SMB's

      2. 2.3.2 Large Enterprises

Latin America Programmatic Advertising Market Size FAQs

The Latin America Programmatic Advertising Market is projected to register a CAGR of 8.34% during the forecast period (2024-2029)

SmartyAds, Jampp Inc., BidMind, Adsmovil and MediaMath are the major companies operating in the Latin America Programmatic Advertising Market.

Latin America Programmatic Advertising Market Report Snapshots

Latin America Programmatic Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)