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EMARKETER

Worldwide Programmatic Ad Spending 2025

Heavily Automated Western European Markets Drive Global Growth

Report by Evelyn Mitchell-Wolf  |  Mar 14, 2025
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Table of Contents
Executive Summary
Programmatic is driving growth in worldwide display ad spending, reflecting trends in individual markets
Sources
Media Gallery
About This Report
Worldwide programmatic display ad spending will grow 14.6% in 2025. This report explains our programmatic forecasts for six countries to map global spending trends.
Topics
Programmatic Ad Spending
Worldwide
Table of Contents
Executive Summary
Programmatic is driving growth in worldwide display ad spending, reflecting trends in individual markets
Sources
Media Gallery

Programmatic sustains display advertising globally. With growth rates varying by geography, the composition of the worldwide programmatic display market is changing. And although advertiser preferences are similar around the world, each country has its nuances.

Key Question: Which countries lead in programmatic display ad spending, and how do spending trends compare across regions?

By 2026, Programmatic Will Account for 90% of Display Advertising Budgets Worldwide (billions in programmatic digital display ad spending worldwide, % change, and % of total digital display ad spending, 2022-2026)
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Key Stat: Programmatic will account for nearly 9 in 10 digital display ad dollars worldwide in 2025, making it the dominant way of transacting digital ads.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Programmatic is driving growth in worldwide display ad spending, reflecting trends in individual markets
  1. Sources
  2. Media Gallery

    Charts in This Report

    By 2026, Programmatic Will Account for 90% of Display Advertising Budgets Worldwide (billions in programmatic digital display ad spending worldwide, % change, and % of total digital display ad spending, 2022-2026)Western European Markets Lead in Programmatic Display Ad Spending Growth (% change in programmatic digital display ad spending, by country, 2025)
    China Is Losing Share of the Global Programmatic Display Market as the "Other" Segment Grows (% of total programmatic digital display ad spending worldwide, by country, 2020 & 2025)China Lags in Programmatic Penetration of Display Ad Spending (programmatic % of digital display ad spending, by country, 2015, 2020, & 2025)
    China Has the Most Mobile-Dominated Programmatic Display Market (mobile vs. nonmobile % of programmatic digital display ad spending, by country, 2025)Advertisers Rely More Heavily on Programmatic Direct in Canada (% of programmatic digital display ad spending, by transaction method, by country, 2025)

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Paul Briggs
    Principal Analyst
    Rahul Chadha
    Director, Report Editing
    Diego Dell’Orco
    Bill Fisher
    Brian Lau
    Senior Forecasting Analyst
    Andrew Spink
    Forecasting Analyst
    Tracy Tang
    Senior Researcher
    Emman Velasco
    Chart Editor
    Ali Young
    Senior Copy Editor and Manager of Content Operations
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