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Programmatic advertising is rapidly gaining prominence in India, emerging as a cornerstone of digital ad spending. According to the dentsu e4m Digital Report 2025, programmatic ad buying contributed 42% (Rs 20,686 crore) to the Indian digital media industry by the end of 2024, reflecting a robust annual growth rate of 21% compared to 2023. This trajectory underscores the increasing reliance on data-driven and automated advertising solutions by brands seeking efficiency and precision in their campaigns.
Looking ahead, programmatic advertising is projected to grow at a compound annual growth rate (CAGR) of 21.24%, reaching Rs 30,405 crore by 2026. By then, it will account for 44% of total digital media spends in India, further solidifying its role as a key driver of the digital advertising ecosystem. This growth is fueled by advancements in technology, the proliferation of AI-driven tools, and an increasing emphasis on personalized and targeted advertising.
The appeal of programmatic lies in its ability to automate the ad buying process while leveraging vast amounts of consumer data for precise targeting. Advertisers can optimize campaigns in real-time, ensuring that ads are delivered to the right audience at the right moment. This not only enhances campaign efficiency but also maximizes return on investment (ROI). Moreover, programmatic platforms offer transparency and measurability, enabling brands to track performance metrics and refine their strategies dynamically.
Social media and online video platforms are among the largest beneficiaries of programmatic buying. These channels collectively account for over half of India’s digital ad spend, with social media contributing Rs 14,480 crore (29%) and online video Rs 13,756 crore (28%) in 2024. The integration of programmatic technologies into these platforms allows advertisers to deliver highly engaging and contextually relevant content, driving deeper consumer connections.
Programmatic’s rise also aligns with broader shifts in consumer behaviour. As audiences increasingly demand personalized experiences across digital touchpoints, brands are leveraging programmatic tools to deliver tailored messages that resonate with individual preferences. Industries such as FMCG, e-commerce, and BFSI are leading this adoption, recognizing the value of programmatic in driving both brand awareness and conversions.
As India’s digital advertising landscape continues to evolve, programmatic buying is poised to play an even greater role. Its ability to combine automation with precision targeting makes it indispensable for brands navigating an increasingly complex and competitive marketplace. By embracing programmatic solutions, advertisers can stay ahead of the curve, delivering impactful campaigns that resonate with today’s digitally savvy consumers.
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