Programmatic Advertising in India: Trends and Forecast

As India rapidly digitizes and becomes one of the world’s most mobile-first markets, advertisers are shifting from traditional media buys to automated platforms. Programmatic advertising—defined by its use of AI-driven algorithms and real-time bidding (RTB)—is now at the core of India’s digital advertising growth.

With a population exceeding 1.4 billion and over 850 million internet users, India is not just a mobile-first country—it’s now a programmatic-first advertising market in the making.

In this article, we’ll explore the current trends, major players, emerging technologies, and a forward-looking forecast for programmatic advertising in India, along with how businesses can leverage this transformation.

🌐 What is Programmatic Advertising?

Programmatic advertising automates the buying, placement, and optimization of digital ads using AI and data insights. This replaces traditional methods of human negotiations and manual ad placements. It operates through:

• Demand-Side Platforms (DSPs) for advertisers

• Supply-Side Platforms (SSPs) for publishers

• Ad Exchanges that connect both in real-time

• Data Management Platforms (DMPs) that provide user insights

By utilizing real-time bidding (RTB), advertisers can target specific users at specific times across multiple platforms, such as websites, mobile apps, streaming services, and even digital billboards.

📈 Programmatic Advertising Market in India: Rapid Growth

According to a Dentsu India report, digital advertising accounts for over 40% of India’s ad spend, with programmatic formats contributing significantly. The programmatic ad market in India was valued at over $500 million in 2022, and is projected to exceed $2.5 billion by 2026.

Factors driving this surge:

• Mobile penetration and affordable internet

• Rise of OTT platforms and online video

• Real-time consumer data availability

• Privacy regulations shifting the focus to contextual targeting

• Growing use of multilingual and regional content

🔍 Key Trends Shaping Programmatic Advertising in India

1. Programmatic Video Advertising

Video is the most consumed format in India. With over 500 million users accessing YouTube, Hotstar, and JioCinema, advertisers are embracing programmatic video to reach audiences with precision.

• 80% of programmatic spend in India is now directed toward video, especially short-form video (source: eMarketer).

• Programmatic deals on OTT platforms like SonyLIV, Zee5, and Voot are increasing.

2. Mobile-First Programmatic Growth

India’s digital ecosystem is mobile-first, with over 95% of internet usage happening on mobile. In-app advertising via DSPs is thriving, especially on gaming, utility, and news apps.

• AppNexus, Google DV360, and InMobi are key platforms for in-app inventory.

• Advertisers use programmatic to target by location, language, and device.

3. Rise of Regional Language Targeting

India has over 22 major languages and 2,000 dialects. Regional and vernacular content is exploding, leading to:

• Hyperlocal programmatic campaigns

• AI-based creative adaptation in languages like Hindi, Tamil, Bengali, Marathi, and Telugu

• Collaboration with regional content creators for branded content

🔗 KPMG India – Multilingual Internet Opportunity

4. Retail Media and Commerce Advertising

With platforms like Amazon Ads, Flipkart Ads, and Reliance Jio Ads, retail media in India is undergoing a programmatic transformation.

Brands can:

• Retarget high-intent shoppers

• Access first-party commerce data

• Measure ROAS (Return on Ad Spend) directly through sales conversions

5. Privacy-Compliant Targeting & Contextual Ads

As India moves toward stricter privacy norms through its Digital Personal Data Protection Act (DPDPA), advertisers are moving from cookie-based tracking to:

• First-party data utilization

• Contextual advertising based on content, emotion, and sentiment

• Adoption of Unified ID 2.0 and other identity frameworks

🔗 Government of India: DPDPA 2023 Overview

💡 Programmatic Forecast for India: 2025 and Beyond

🛠️ Tools and Platforms Dominating India’s Programmatic Ecosystem

• Google DV360 – Dominates display and YouTube programmatic buying

• InMobi – Indian-origin platform with strong mobile-native programmatic inventory

• Taboola & Outbrain – Popular for native and content recommendation ads

• The Trade Desk – Gaining traction for CTV and premium video

• PubMatic – Popular among Indian publishers for monetizing inventory

🤝 How India-Agent.com Supports Programmatic Advertising Success

India-Agent.com acts as your on-ground digital and media consultant, helping foreign and local brands succeed with programmatic in India through:

✅ DSP Selection & Setup

We help you choose and onboard the most cost-effective DSPs based on your goals and audience segment.

✅ Creative Localization

Our network assists in translating and adapting creatives into regional languages and cultural contexts for higher engagement.

✅ Campaign Management & Optimization

From bidding strategies to daily optimization, we provide end-to-end support using real-time dashboards.

✅ Privacy Compliance & Legal Guidance

We ensure all campaigns follow Indian ad regulations and privacy laws, including consent management.

🔗 Explore Services at India-Agent.com

📍 Conclusion

Programmatic advertising in India is no longer experimental—it’s mainstream. With rising digital maturity, regional consumption, and privacy-first advertising strategies, programmatic is driving efficiency, personalization, and performance at scale.

Brands that leverage AI-powered, data-driven ad tech, combined with local expertise through India-Agent.com, can achieve real, measurable results in one of the world’s most dynamic digital markets.

📩 Ready to scale your brand in India using smart advertising?
👉 Get in touch with India-Agent.com to unlock the full potential of programmatic advertising.