In 2024, the digital advertising industry across India spent around 58 percent of its ad spend on direct media purchases, while the remainder was spent on programmatic purchases. Overall, projections indicate that the industry will increasingly switch to programmatic advertising over the years to come, with a market share of 44 percent by 2026. According to industry experts, the adoption of programmatic media buying would allow advertisers to have increased flexibility and more control over their creatives and optimization capacities.
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Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026
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Slideshare. (February 3, 2025). Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026 [Graph]. In Statista. Retrieved June 24, 2025, from https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Slideshare. "Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026." Chart. February 3, 2025. Statista. Accessed June 24, 2025. https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Slideshare. (2025). Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026. Statista. Statista Inc.. Accessed: June 24, 2025. https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Slideshare. "Share of Programmatic and Direct Media Spending in The Digital Advertising Industry in India from 2016 to 2024, with Estimates until 2026." Statista, Statista Inc., 3 Feb 2025, https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
Slideshare, Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026 Statista, https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/ (last visited June 24, 2025)
Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2024, with estimates until 2026 [Graph], Slideshare, February 3, 2025. [Online]. Available: https://www.statista.com/statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
